Advertising principles & practice - Wells, William; Burnett, John; Moriarty, Sandra E. (Sandra Ernst). (Upper Saddle River, N.J. Prentice-Hall, 1998)
PART I ADVERTISING FOUNDATION AND ENVIRONMENT -- PART II ADVERTISING BACKGROUND, PLANNING, AND STRATEGY -- PART III ADVERTISING MEDIA -- PART IV CREATING ADVERTISING -- PART V ADVERTISING OPERATIONS -- PART VI MISCELLANEOUS ADVERTISING.
Includes bibliographical references and index.
Keywords: Advertising