TY  - BOOK
AU  - Crisostomo, Isabelo T.
TI  - Advertising: background theory and practice
SN  - 971-08-5499-2
U1  - BFil. 659.1 
PY  - 1993///
CY  - --Mandaluyong City
PB  - National book store
KW  - Advertising
N1  - Includes glossary and index; Chapter 1.-- What advertising is all about  --2. How advertising evolved  --3. Economic and social aspects of advertising  --4. The advertising triad  --5. The advertiser  --6. The agency  --7. The medium  --8. Research: Foundation of advertising campaigns  --9.m Advertising appeals and human wants  --10. The Filipino consumer  --11. The headline  --12. The illustration  --13. Copy  --14. The layout  --15. Copy for radio, TV, other media  --16. Reproducing the Ad  --17. Media planning  --18. The print media  --19. The broadcast twins  --20. The other media  --21. Conclusions and problems  --22. Industry response  --23. Your future in advertising
ER  -