SM ADVERTISING AIE Author:WELLS The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focuswith examples, issues, and applications interlaced throughoutthis best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, an... more »d the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effectiveand the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well. The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements. For those interested in effective advertising.« less