Mutya, Ruby F. Alminar- <br/><br/>
Advertising principles :  Marketing communications approach / 
Ruby F. Alminar-Mutya 
 - Mandaluyong City, Philippines :  National Book Store,  c2007 
 - ix, 195 pages ;  23 cm. 
<br/><br/>Includes bibliographical references. 
<br/><br/>CHAPTER 1. Introduction to advertising -- 2. The advertising media: Broadcast -- 3.  The advertising media: Print -- 4. The advertising media: out of home and direct response -- 5. Other elements of the marketing communications/promotional mix --6. Advertising organization and its legal environment. 
<br/><br/> This book is presented in a theoretical approach complemented by practical applications involving activity oriented exercises and topics for discussion. 
<br/><br/><label>ISBN: </label>9710868683 
<br/><br/><label>Subjects--Topical Terms: </label><br/>ADVERTISING -- PHILIPPINES
<br/><br/><label>LC Class. No.: </label>HF 5821 .M99 2007