Advertising: principles & practice
by Moriarty, Sandra E., (Sandra Ernst)
This introduction to both the theory and practice of advertising provides important insights into how advertising is done.
Read More ↓Title Statements
- Full title :Advertising : principles & practice / Sandra Morarity, Nancy Mitchell, William Wells.
Summary
This introduction to both the theory and practice of advertising provides important insights into how advertising is done.
Read More ↓Edition Statements
- Publication Date:©2009.
- Edition:8th ed
Publication Statements
- Publisher(s):Pearson/Prentice Hall
- Place of Publication:Upper Saddle River, N.J
- Language:eng
- Publication Date:©2009.
Notes
Previous edition: published as by William Wells, John Burnett, Sandra Moriarty, 2006.
The Physical Object
- Description:686 pages : : color illustrations ; : 28 cm
Edition Identifiers
- ISBN:9780135009383, 0135009383
- oclc:ocn230851877
- LC Classification:HF5823
- Dewey Decimal:659.1
Table of Contents
pt. 1: Foundations -- ch. 1. Introduction to Advertising -- ch. 2. Advertising's Role in Marketing -- ch. 3. Advertising and Society -- pt. 2: Planning and Strategy -- ch. 4. How Advertising Works -- ch. 5. The Consumer Audience -- ch. 6. Strategic Research -- ch. 7. Strategic Planning pt. Three: Effective Advertising Media -- ch. 8. Print and Out-of-Home Media -- ch. 9. Broadcast Media -- ch. 10. Interactive and Alternative Media -- ch. 11. Media Planning and Buying -- pt. 4: Effective Advertising Messages -- ch. 12. The Creative Side and Message Strategy -- ch. 13. Copywriting -- ch. 14. Design and Production -- pt. 5: Integration and Evaluation -- ch. 15. Direct Response -- ch. 16. Sales Promotion, Events, and Sponsorships -- ch. 17. Public Relations -- ch. 18. Special Advertising Situations -- ch. 19. Evaluation of Effectiveness.
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