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Advertising : principles & practice

Author: Sandra Ernst Moriarty; Nancy Mitchell; William Wells
Publisher: Upper Saddle River, NJ : Pearson Education, ©2009.
Edition/Format:   Print book : English : Eighth editionView all editions and formats
Summary:

For introductory courses in Advertising. Moriarty teaches students about effective marketing.

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Document Type: Book
All Authors / Contributors: Sandra Ernst Moriarty; Nancy Mitchell; William Wells
ISBN: 9780132224154 0132224151
OCLC Number: 926603717
Description: xlvi, 640 páginas : ilustraciones ; 28 cm
Contents: Part One: Foundations Chapter One: Introduction to Advertising Chapter Two: Advertising's Role in Marketing Chapter Three: Advertising and Society Part Two: Planning and Strategy Chapter Four: How Advertising Works Chapter Five: The Consumer Audience Chapter Six: Strategic Research Chapter Seven: Strategic Planning Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media Chapter Nine: Broadcast Media Chapter Ten: Interactive and Alternative Media Chapter Eleven: Media Planning and Buying Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy Chapter Thirteen: Copywriting Chapter Fourteen: Design and Production Part Five: Integration and Evaluation Chapter Fifteen: Direct Response Chapter Sixteen: Sales Promotion, Events, and Sponsorships Chapter Seventeen: Public Relations Chapter Eighteen: Special Advertising Situations Chapter Nineteen: Evaluation of Effectiveness
Other Titles: Advertising : principles and practice
Responsibility: Sandra Moriarty, Nancy Mitchell, William Wells.

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