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Advertising Principles and Practice

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ISBN-10: 0137228694

ISBN-13: 9780137228690

Edition: 3rd 1995

Authors: William Wells, John Burnett, Sandra Moriarty

List price: $86.00
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Book details

List price: $86.00
Edition: 3rd
Copyright year: 1995
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 800
Size: 8.27" wide x 10.24" long x 1.18" tall
Weight: 3.740
Language: English

Advertising Foundations And Environment
Introduction to Advertising
Advertising and Society
Advertising and the Marketing Process
Advertising Background, Planning, And Strategy
The Consumer Audience
Account Planning and Research
How Advertising Works
Advertising Planning and Strategy
Advertising Media
Media Planning and Buying
Print Media
Broadcast and Interactive Online Media
Creating Advertising
The Creative Side of Advertising
Creating Print Advertising
Creating Broadcast Advertising
Direct-Response Media
Integrating Marketing Communication Elements
Public Relations
Retail and Business-to-Business Advertising
International Advertising
The Integrated Campaign