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Advertising : Principles and Practice / by William Wells, Sandra Moriarty and John Burnett

By: Wells, William.
Contributor(s): Moriarty, Sandra | Burnett, John.
Material type: TextTextPublisher: Delhi : Dorling Kindersley (India) Pvt. Ltd., 2007.Edition: 7th ed.Description: XXXI, 592p. 28 cm.ISBN: 8131714144; 8788131714148.Subject(s): Management | Marketing | AdvertisingDDC classification: 659.1
Contents:
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
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books HCC Central Library General Stacks 659.1 W463 (Browse shelf(Opens below)) Available c11778
Books Books HCC Central Library General Stacks 659.1 W463 (Browse shelf(Opens below)) Available c11779

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

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