Advertising: Principles and Practice

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9780130835710: Advertising: Principles and Practice

The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.

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Wells, William D.; Moriarty, Sandra; Burnett, John
Published by Prentice Hall (1999)
ISBN 10: 0130835714 ISBN 13: 9780130835710
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Wells, William D.; Moriarty, Sandra; Burnett, John
Published by Prentice Hall (1999)
ISBN 10: 0130835714 ISBN 13: 9780130835710
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Published by Prentice Hall (1999)
ISBN 10: 0130835714 ISBN 13: 9780130835710
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William Wells, Sandra Moriarty and John Burnett
ISBN 10: 0130835714 ISBN 13: 9780130835710
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