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Princeton University Library Catalog
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Advertising : principles & practice / William Wells, Sandra Moriarty, John Burnett.
Author
Wells, William, 1926-
[Browse]
Format
Book
Language
English
Εdition
7th ed.
Published/Created
Upper Saddle River, N.J. : Pearson/Prentice Hall, [2006], ©2006.
Description
xxxi, 592 pages : color illustrations ; 29 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
ReCAP - Remote Storage
HF5823 .W455 2006
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Details
Subject(s)
Advertising
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Related name
Burnett, John, 1944-
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Moriarty, Sandra E. (Sandra Ernst)
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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.
Show 21 more Contents items
Other title(s)
Advertising : principles and practice
ISBN
0131465600
LCCN
2005047639
OCLC
59148361
RCP
C - S
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