TY  - BOOK
AU  - Burnett, John
AU  - Moriarty, Sandra
AU  - Wells, William D.
TI  - Advertising: principles and practice
SN  - 8131714144
U1  - 659.1 WEL 
PY  - 2007///
CY  - New Delhi
PB  - Pearson Education
KW  - Advertising
KW  - Consumer behavior
KW  - Consumers
KW  - Marketing
N1  - Gratis by Dr. Preeta Vyas; pt 2 Infrastructure development in India; Advertising's role in marketing; Advertising and society Part-ending case : chick-fil-A : foundations; How advertising works; The consumer audience; Strategic research; Strategic planning; Print and out-of-home media; Broadcast media; Interactive and alternative media; Media planning and buying; Part-ending case : chick-fil-A : effective advertising media; The creative side and message strategy; Copywriting; Design and production Part-ending case : chick-fil-A : effective advertising messages; Direct response; Sales promotion, events, and sponsorships; Public relations
ER  -