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Wells presents completely updated award-winning examples and the latest research on the expanding array of advertising methods available to advertisers. Consumer behaviour, measuring, planning and executing effective advertising, getting the right kind of attention and a wide range of ethical and sustainable issues are comprehensively covered.

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Advertising: Principles and Practice [William Wells, John Burnett, Sandra Moriarty] on Amazon.com. *FREE* shipping on qualifying offers. This best-selling book gives an introduction to both the theory and practice of advertising. Important insights into how advertising is done

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William Wells productFormatCode Although the marketing communication environment is ever-changing, this text also highlights the basic, timeless principles of advertising and marketing communication. These enduring principles are woven throughout this text. NEW! Focus on ethics: New Principled Practice boxes. In previous editions, the ethics discussions appeared in the Matter of …

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