000 01489nam a22002657a 4500
020 _a8131714144
_a8788131714148
_cRs.350.00
040 _aHCCL
082 _a659.1
_bW463
100 _aWells, William
245 _aAdvertising
_bPrinciples and Practice
_cby William Wells, Sandra Moriarty and John Burnett
250 _a7th ed
260 _aDelhi
_bDorling Kindersley (India) Pvt. Ltd.
_c2007
300 _aXXXI, 592p.
_b28 cm.
500 _aIncludes glossary, notes and index
505 _aPt 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
650 _aManagement
650 _aMarketing
650 _aAdvertising
700 _aMoriarty, Sandra
700 _aBurnett, John
942 _cBK
999 _c1295
_d1295