Advertising Principles and Practice
Wells, William
Advertising Principles and Practice by William Wells, Sandra Moriarty and John Burnett - 7th ed - Delhi Dorling Kindersley (India) Pvt. Ltd. 2007 - XXXI, 592p. 28 cm.
Includes glossary, notes and index
Pt 1: Foundation Ch 1- Introduction to Advertising Ch 2- Advertising's Role in Marketing Ch 3- Advertising and Society Pt 2: Planning and Strategy Ch 4- How Advertising Works Ch 5- The Consumer Audience Ch 6- Strategic Research Ch 7- Strategic Planning Pt 3: Effective Advertising Media Ch 8- Print and Out-of-Home Media Ch 9- Broadcast Media Ch 10-Interactive and Alternative Media Ch 11-Media Planning and Buying Pt 4: Effective Advertising Messages Ch 12-The Creative Side and Message Strategy Ch 13-Copywriting Ch 14-Design and Production Pt 5: Integration and Evaluation Ch 15-Direct Response Ch 16-Sales Promotion, Events, and Sponsorships Ch 17-Public Relations Ch 18-Special Advertising Situations Ch 19-Evaluation of Effectiveness
8131714144 8788131714148 Rs.350.00
Management
Marketing
Advertising
659.1 / W463
Advertising Principles and Practice by William Wells, Sandra Moriarty and John Burnett - 7th ed - Delhi Dorling Kindersley (India) Pvt. Ltd. 2007 - XXXI, 592p. 28 cm.
Includes glossary, notes and index
Pt 1: Foundation Ch 1- Introduction to Advertising Ch 2- Advertising's Role in Marketing Ch 3- Advertising and Society Pt 2: Planning and Strategy Ch 4- How Advertising Works Ch 5- The Consumer Audience Ch 6- Strategic Research Ch 7- Strategic Planning Pt 3: Effective Advertising Media Ch 8- Print and Out-of-Home Media Ch 9- Broadcast Media Ch 10-Interactive and Alternative Media Ch 11-Media Planning and Buying Pt 4: Effective Advertising Messages Ch 12-The Creative Side and Message Strategy Ch 13-Copywriting Ch 14-Design and Production Pt 5: Integration and Evaluation Ch 15-Direct Response Ch 16-Sales Promotion, Events, and Sponsorships Ch 17-Public Relations Ch 18-Special Advertising Situations Ch 19-Evaluation of Effectiveness
8131714144 8788131714148 Rs.350.00
Management
Marketing
Advertising
659.1 / W463