Advertising : Principles and Practice

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Advertising : Principles and Practice by William Wells; Sandra Moriarty; John Burnett, 9780135978818
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  • ISBN: 9780135978818 | 0135978815
  • Cover: Hardcover
  • Copyright: 1/1/1998

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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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