Test Bank on Advertising Principles & Practice (Advertising : Principles and Practice) 7th Edition by Wells, Moriarty and Burnett
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Advertising: Principles And Practice, 7/E
Test Bank on Advertising Principles & Practice
(Advertising : Principles and Practice) 7th Edition
by Wells, Moriarty and Burnett
CONTENTS
Introduction
Part One: Foundations
Chapter One: Introduction to Advertising ................................................................................
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Test Bank on Advertising Principles & Practice
(Advertising : Principles and Practice) 7th Edition
by Wells, Moriarty and Burnett
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,Test Bank on Advertising Principles & Practice
(Advertising : Principles and Practice) 7th Edition
by Wells, Moriarty and Burnett
CONTENTS
Introduction
Part One: Foundations
Chapter One: Introduction to Advertising .......................................................................................1
Chapter Two: Advertising’s Role in Marketing ............................................................................34
Chapter Three: Advertising and Society ........................................................................................68
Part Two: Planning and Strategy
Chapter Four: How Advertising Works .......................................................................................103
Chapter Five: The Consumer Audience .......................................................................................135
Chapter Fourteen: Design and Production ..................................................................................443
, Part Two: Planning and Strategy
Part Five: Integration and Evaluation
Chapter Fifteen: Direct Response ...............................................................................................476
Chapter Sixteen: Sales Promotion, Events, and Sponsorships ....................................................508
Chapter Seventeen: Public Relations ..........................................................................................542
Chapter Eighteen: Special Advertising Situations ......................................................................576
Chapter Nineteen: Evaluation of Effectiveness ..........................................................................610
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