TY - BOOK ID - 131197 TI - How advertising works: the role of research PY - 1998 SN - 0761912401 076191241X 1322421137 1452231508 1452267561 9781452267562 PB - Thousand Oaks, Calif. Sage DB - UniCat KW - Advertising. Public relations KW - Advertising KW - Advertising. KW - Social Sciences and Humanities. Communication Studies KW - Research. KW - Public Relations KW - Public Relations. KW - -Research KW - -Ads KW - Advertisements KW - Advertising, Consumer KW - Advertising, Retail KW - Advertising, Store KW - Commercial speech KW - Consumer advertising KW - Retail advertising KW - Speech, Commercial KW - Store advertising KW - Business KW - Communication in marketing KW - Industrial publicity KW - Retail trade KW - Advertisers KW - Branding (Marketing) KW - Propaganda KW - Public relations KW - Publicity KW - Sales promotion KW - Selling KW - Research KW - E-books KW - Ads KW - Advertising research KW - Publicité UR - https://www.unicat.be/uniCat?func=search&query=sysid:131197 AB - Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising. ER -