Percy, Larry <br/><br/>
Advertising strategy :  a communication theory approach / 
Larry Percy, John R. Rossiter 
 - New York :  Praeger,  1980 
 - 301 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. 274-295) and index 
<br/><br/><label>ISBN: </label>0030559065 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Advertising media planning