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9780137228690

Advertising: Principles and Practice

Wells, William; Burnett, John; Moriarty, Sandra E. Author

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This best-selling book gives an introduction to both the theory and practice of advertising.

Important insights into how advertising is done, who does it, and the critical questions that must be resolved are provided. In addition, extensive coverage of integrated marketing communications and the roles of smaller agencies and vendors, as well as the newest types of media is presented.

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Product Description:

Complete with examples, issues and applications, this study introduces the theory and practice of advertising. It provides insights into how advertising is done, who does it, and the critical questions that must be resolved. A range of media types are incorporated into the discussion.

From the Publisher:

Exceptionally real-world in focus -- with examples, issues, and applications interlaced throughout -- this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved.

"About this title" may belong to another edition of this title.

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Wells, William; Burnett, John; Moriarty, Sandra E. Author
Published by Prentice Hall College Div
ISBN 10: 0137228694 ISBN 13: 9780137228690
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Wells, William; Burnett, John; Moriarty, Sandra E. Author
Published by Prentice Hall College Div
ISBN 10: 0137228694 ISBN 13: 9780137228690
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Wells, William; Burnett, John; Moriarty, Sandra E. Author
Published by Prentice-Hall
ISBN 10: 0137228694 ISBN 13: 9780137228690
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