A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.

Assesses the presentation of alcohol in the mass media. Intended to stimulate policy-relevant research. Contains a collection of articles on: the mass media, al

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of

Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC.