Advertising : Principles and Practice / by William Wells, Sandra Moriarty and John Burnett
By: Wells, William.
Contributor(s): Moriarty, Sandra | Burnett, John.
Material type:
TextPublisher: 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 | Item type | Current library | Call number | Status | Date due | Barcode |
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Books
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HCC Central Library General Stacks | 659.1 W463 (Browse shelf(Opens below)) | Available | c11778 | |
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Books
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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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