Wells, William <br/><br/>
Advertising: principles and practice 

 - 1a ed 
 - New Jersey:   Prentice Hall,,   1989 
 - 614 p.:   il.;   28 cm 
<br/><br/>1989 
<br/><br/> Contents: 1. introduction to advertising. 2. the advertising enviroment: ethics and regulation. 3. advertising and the marketing process. 4. advertising agencies. 5. the consumer audience. 6. strate, gic research. 7. strategy and planning. 8. how advertising works. 9. media strategy and planning. 10. broadcast media. 11. print and other media. 12. media buying. 13. the creative process. 14. creating print advretising. 15. creating broadcast aadvertising. 16. creating direct- response advertising. 17. creating yellow pages and out- of- home advertising... 
<br/><br/><label>ISBN: </label>978-0-13-014465-2 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mercadeo - Publicidad
<br/><br/><label>Dewey Class. No.: </label>659.1