大卫·奥格威《一个广告人的自白》导读
Selections from David Ogilvy’S
Confessions of an Advertising Man
Questions
詹姆斯·韦伯·扬《产生创意的广告技巧》导读
Selections from James Webb Young's
A Techniquefor Producing Ideas
Questions
丹尼斯·希金斯《广告写作的艺术》导读
Selections from Denis Higgins’S
The Art of Writing Advertising
Questions
罗瑟·瑞夫斯《实效的广告》导读
Selections from Rosser Reeves’S
Reality in Advertising
Questions
艾·里斯和杰克·特劳特《定位》导读
Selections from AI Ries&Jack Trout’S
Positioning:The Battlefor Your Mind
Questions
哈罗德·拉斯维尔《社会传播的结构与功能》导读
Selections from Harold D.Lasswell’S
The Structure and Function of Communication in Society
Questions
唐·舒尔茨、斯坦利·田纳本、罗伯特·劳特朋《整合营销传播》导读
Selections from Don E.Schuhz.Stanley I.Tannenbaum&
Robert F.Lauterb0133’S
Integrated Marketing Communications
Questions
参考文献