TY  - BOOK
AU  - Wells, William.
AU  - Burnett, John.
AU  - Moriarty, Sandra.
TI  - Advertising: principles and practice 
SN  - 8120326121
U1  - 659.1  6
PY  - 2005///
CY  - New Delhi
PB  - Prentice Hall of India PVt Ltd
KW  - Advertising background planning and strategy
KW  - Integrating marketing communication elements
ER  -