The science of advertising, book 1 - Ong, Yolanda V. (Pasig City Anvil Publishing, Inc., 2000)
Contents: The role of advertising in the 4P's -- Research role in the marketing mix -- Different research methodologies and their uses -- Brand character: when does a product become a brand? -- Target market/audience identification -- Mining the consumer insight -- Product positioning -- The S-R versus the copy strategy approach -- Account management -- Account planning -- Effective media planning -- Media in the new millennium -- Public relations and advocacy communications -- Direct marketing in the Philippine context.
Book 2 entitled: Art & advertising.
Keywords: Advertising -- Philippines -- Handbooks, manuals, etc