Wells, William <br/><br/>
Advertising  Principles and Practice 
by William Wells, Sandra Moriarty and John Burnett 
 - 7th ed 
 - Delhi  Dorling Kindersley (India) Pvt. Ltd.  2007 
 - XXXI, 592p.  28 cm. 
<br/><br/> Includes glossary, notes and index 
<br/><br/>Pt 1: Foundation Ch 1- Introduction to Advertising Ch 2- Advertising's Role in Marketing Ch 3- Advertising and Society Pt 2: Planning and Strategy Ch 4- How Advertising Works Ch 5- The Consumer Audience Ch 6- Strategic Research Ch 7- Strategic Planning Pt 3: Effective Advertising Media Ch 8- Print and Out-of-Home Media Ch 9- Broadcast Media Ch 10-Interactive and Alternative Media Ch 11-Media Planning and Buying Pt 4: Effective Advertising Messages Ch 12-The Creative Side and Message Strategy Ch 13-Copywriting Ch 14-Design and Production Pt 5: Integration and Evaluation Ch 15-Direct Response Ch 16-Sales Promotion, Events, and Sponsorships Ch 17-Public Relations Ch 18-Special Advertising Situations Ch 19-Evaluation of Effectiveness 
<br/><br/><label>ISBN: </label>8131714144  8788131714148  Rs.350.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Management<br/>Marketing<br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>659.1  / W463