TY  - BOOK
AU  - Percy,Larry
AU  - Rossiter,John R.
TI  - Advertising strategy: a communication theory approach 
SN  - 0030559065
PY  - 1980///
CY  - New York
PB  - Praeger
KW  - Advertising
KW  - Advertising media planning
N1  - Includes bibliographical references (p. 274-295) and index
ER  -