Advertising: Principles and Practice William Wells, John Burnett, Sandra Moriarty Sixth Edition

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.