Principles and Practices of Advertising - 5th Edition

Author: Wells and others (USA)
Publisher:
Publish Date: 2001-10-01
Features: No other book can make you know what effective advertising is, how to create effective advertising, and let you create it yourself. This is a bold promise, and the book will prove it through every chapter. Advertising influences our work, life, consumption concepts, and consumption behavior in its unique way. How does it work and how does it affect our lives? How should we properly evaluate the impact of advertising on our lives... All of these are concerns for consumers. The book by Wells and others reveals the various mysteries of advertising operations in a vivid and lively language and case studies, providing answers to the above issues. Through various forms such as "Outstanding Examples," "Effectiveness Discussion," "Principle Discussion," and "Course Projects," they help readers understand and master the basic knowledge and skills of this discipline, while also solving readers' doubts and difficulties with an integrated marketing mindset.