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Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.

By: Contributor(s): Upper Saddle River, N.J. : Pearson Prentice Hall, c2009Edition: 8th edDescription: xlvi, 685p. : ill. (chiefly col.) ; 29 cmISBN:
  • 9789810697518
  • 0132224151
Subject(s): DDC classification:
  • 21 659.1/M82
LOC classification:
  • HF5823 .W455 2009
Other classification:
  • CBA
Online resources:
Contents:
A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index.
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Previous editions had William Wells as first author.

Includes bibliographical references (p. 615-624) and index.

A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index.

College of Business and Accountancy

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