00886nam a22001217a 4500008004100000020001800041100001600059245005000075260005700125300004600182520051900228650001700747161203b        xxu||||| |||| 00| 0 eng d  a9789814687379  aKaser, Ken.  aAdvertising and sales promotion /cKen Kaser.  aSingapore :bCengage Learning Asia Pte Ltd.,cc2016.  axix, 461 pages :billustrations ;c25 cm.  aContents: What is advertising. -- Consumer behavior. -- The basics of marketing. -- Product and price planning. -- Distribution planning. -- Promotion planning. -- Advertising media. -- Effective advertising and sales promotion. -- Communicating effective advertising and promotional messages. -- Management of effective advertising. -- Consumer-oriented advertising and sales promotion. -- The economics of advertising. -- Legal and ethical issues affecting advertising. -- Advertising in a future in advertising.  aAdvertising.