Princeton University Library Catalog

Advertising : principles & practice / William Wells, Sandra Moriarty, John Burnett.

Author:
Wells, William, 1926- [Browse]
Format:
Book
Language:
English
Published/​Created:
Upper Saddle River, N.J. : Pearson/Prentice Hall, c2006.
Εdition:
7th ed.
Description:
xxxi, 592 p. ; col. ill. ; 29 cm.
Bibliographic references:
Includes bibliographical references (p. 575-580) and index.
Contents:
1. Introduction to advertising -- 2. Advertising's role in marketing -- 3. Advertising and society -- Part-ending case : chick-fil-A : foundations -- 4. How advertising works -- 5. The consumer audience -- 6. Strategic research -- 7. Strategic planning -- Part-ending case : chick-fil-A : planning and strategy -- 8. Print and out-of-home media -- 9. Broadcast media -- 10. Interactive and alternative media -- 11. Media planning and buying -- Part-ending case : chick-fil-A : effective advertising media -- 12. The creative side and message strategy -- 13. Copywriting -- 14. Design and production -- Part-ending case : chick-fil-A : effective advertising messages -- 15. Direct response -- 16. Sales promotion, events, and sponsorships -- 17. Public relations -- 18. Special advertising situations -- 19. Evaluation of effectiveness -- Part-ending case : chick-fil-A : integration and evaluation.
Subject(s):
Advertising [Browse]
Other title(s):
Advertising : principles and practice
ISBN:
0131465600
LCCN:
2005047639
OCLC:
59148361
Related name:
RCP:
C - S