Moriarty, Sandra E.
Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells. - 8th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xlvi, 640 p. : ill. (chiefly col.) ; 29 cm.
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.
9780132224154 0132224151
2007036863
Advertising.
HF5823 / .W455 2009
659.1
Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells. - 8th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xlvi, 640 p. : ill. (chiefly col.) ; 29 cm.
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.
9780132224154 0132224151
2007036863
Advertising.
HF5823 / .W455 2009
659.1