TY  - BOOK
AU  - Wells, William
AU  - Burnett, John
AU  - Moriarty, Sandra
TI  - Advertising: principles and practice
SN  - 978-0-13-597881-8
U1  - 659.1 
PY  - 1998///
CY  - New Jersey: 
PB  - Prentice Hall, 
KW  - Mercadeo
KW  - Publicidad
N1  - 1998
N2  - Contents: part 1: advertising foundations and environment: cap 1. introduction to advertising. 2. advertising and society ethics and regulation. 3. advertising and the mark process. 4. advertising agencies. part 2. advertising background, planning and strategy. part 3. advertising media. part 4. creating advertising. part 5. advertising operations. part 6. miscellaneous advertising
ER  -