Advertising: Principles and Practice [Hardcover]

William Wells (Author), John Burnett (Author), Sandra Moriarty (Author)

Book Description

Publication Date: December 15, 1997 | ISBN-10: 0135978815 | ISBN-13: 978-0135978818 | Edition: 4

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.

Editorial Reviews

From the Back Cover

Key Benefit: This best-selling book gives an introduction to both the theory and practice of advertising. Key Topics: 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. Market: Appropriate for readers interested in advertising.

Product Details

• Hardcover: 731 pages
• Publisher: Prentice Hall College Div; 4 edition (December 15, 1997)
• Language: English
• ISBN-10: 0135978815
• ISBN-13: 978-0135978818
• Product Dimensions: 10.8 x 8.8 x 1.3 inches
• Shipping Weight: 3.8 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,761,510 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 31 people found the following review helpful:

4.0 out of 5 stars easy guide for advertising students., October 17, 1998

By A Customer

This review is from: Advertising: Principles and Practice (Hardcover)

Every step expains the advertising basic component. It can help you understand the advertising.