Moriarty,Sandra
Advertising: principles and practice./ Sandra Moriarity, Nancy Mitchell and William Wells. - 8th ed. - Upper Saddle River: Pearson, 2009. - 686p.: ill, 27cm.
Includes index.
Contents: A Passion for the Business: Introduction to Advertising -- Advertising's role in marketing -- Advertising and Society -- Principle: Strategy is creative, too: How advertising works -- The Consumer audience -- Strategic research -- Strategic planning -- Practice: Where are media heading? : Media basics and print media -- Broadcast media -- Internet and Nontraditional media -- Media planning and buying -- Principles: Creativity and Breakthrough Advertising: The Creative side and Message strategy -- Copywriting: Design and Production -- Principles: How to win the Battle of the Buzz: Direct-response marketing -- Sales promotion, events, and Sponsorships -- Public relations - Special advertising campaigns: Evaluation of Effectiveness.
9780135009383
Advertising
HF5823 / .W455
Advertising: principles and practice./ Sandra Moriarity, Nancy Mitchell and William Wells. - 8th ed. - Upper Saddle River: Pearson, 2009. - 686p.: ill, 27cm.
Includes index.
Contents: A Passion for the Business: Introduction to Advertising -- Advertising's role in marketing -- Advertising and Society -- Principle: Strategy is creative, too: How advertising works -- The Consumer audience -- Strategic research -- Strategic planning -- Practice: Where are media heading? : Media basics and print media -- Broadcast media -- Internet and Nontraditional media -- Media planning and buying -- Principles: Creativity and Breakthrough Advertising: The Creative side and Message strategy -- Copywriting: Design and Production -- Principles: How to win the Battle of the Buzz: Direct-response marketing -- Sales promotion, events, and Sponsorships -- Public relations - Special advertising campaigns: Evaluation of Effectiveness.
9780135009383
Advertising
HF5823 / .W455