Advertising - the Australian way! How do you define great advertising? How do you encourage creativity in advertising? Do interactive and digital media add value to advertising? Advertising: Principles and Practice 2e is the only practical, applied guide to the real world of advertising in Australasia showing how and why effective advertising is achieved. Wells presents completely updated award-winning examples and the latest research on the expanding array of advertising methods available to advertisers. Consumer behaviour, measuring, planning and executing effective advertising, getting the right kind of attention and a wide range of ethical and sustainable issues are comprehensively covered. Advertising: Principles and Practice 2e is accompanied by an enhanced and updated set of teaching resources designed to underpin student success.