MAP20070030285O'Guinn, Thomas C.Advertising / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. — Cincinnati, Ohio : South-Western College Publishing, cop. 1998623 p. ; 28 cmSumario: The process: advertising in business and society -- The planning: analyzing the advertising environment -- Preparing the message -- Placing the message: media and supportive communications