000			01489nam a22002657a 4500
020			_a8131714144 _a8788131714148 _cRs.350.00
040			_aHCCL
082			_a659.1 _bW463
100			_aWells, William
245			_aAdvertising _bPrinciples and Practice _cby William Wells, Sandra Moriarty and John Burnett
250			_a7th ed
260			_aDelhi _bDorling Kindersley (India) Pvt. Ltd. _c2007
300			_aXXXI, 592p. _b28 cm.
500			_aIncludes glossary, notes and index
505			_aPt 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
650			_aManagement
650			_aMarketing
650			_aAdvertising
700			_aMoriarty, Sandra
700			_aBurnett, John
942			_cBK
999			_c1295 _d1295