Advertising : principles & practice /
by
Moriarty, Sandra E. (Sandra Ernst)
; Wells, William; Mitchell, Nancy; Wells, William.
Material type: 
BookPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2009Edition: 8th ed.Description: xlvi, 640 p. : ill. (chiefly col.) ; 29 cm.ISBN: 9780132224154; 0132224151.Subject(s): AdvertisingOnline resources: Table of contents only | Item type | Current location | Call number | Copy number | Status | Notes | Date due | Barcode |
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Books
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KAMPALA UNIVERSITY NURSING SCHOOL General Section | HF5823 .W455 2009 (Browse shelf) | C1 | Available | item available in hard copy | 2026-0305 |
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.
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