TY  - BOOK
TI  - Introduction to advertising & public relations.
SN  - 9781323688854
AV  - HF5415.123.I61 
PY  - 2017///
CY  - Boston, MA
PB  - Pearson
KW  - Advertising
N1  -  Includes index; Contents: Brand communication -- Advertising -- What is public relations? -- The evolution of public relations -- Brand communication and society -- Ethics and professionalism -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- The creative side -- Promotional writing -- Conflict management -- Corporations -- Entertainment, sports and tourism -- Politics and government -- Nonprofit, health and education -- Media basics -- Paid media -- Owned, interactive and earned media --
ER  -