Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.
By: Moriarty, Sandra E. (Sandra Ernst).
Contributor(s): Wells, William | Mitchell, Nancy | Wells, William. Advertising.
Upper Saddle River, N.J. : Pearson Prentice Hall, c2009Edition: 8th ed.Description: xlvi, 685p. : ill. (chiefly col.) ; 29 cm.ISBN: 9789810697518; 0132224151.Subject(s): AdvertisingDDC classification: 659.1/M82 Other classification: CBA Online resources: Table of contents onlyPrevious 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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