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Advertising:
Principles and Practice William Wells, John Burnett, Sandra
Moriarty Sixth Edition |
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As advertising agencies
are pressed more and more about accountability, it is not enough to produce memorable
advertising - one more produce effective advertising, advertising that
meets a client's goals. The problem with talking about this is that clients
keep their goals secret. Advertising: Principles and Practice, Sixth Edition,
lifts the veil on effectiveness by focusing in EFFIEs:
award-winning advertising campaigns that reveal client goals and how these
goals are reached. |
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