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

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ReCAP - Remote StorageHF5823 .W455 2006 Browse related items Request

    Details

    Subject(s)
    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.
    Other title(s)
    Advertising : principles and practice
    ISBN
    0131465600
    LCCN
    2005047639
    OCLC
    59148361
    RCP
    C - S
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    Supplementary Information