Advertising. (Book, 2008) [WorldCat.org]
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Advertising.

Author: Sandra E Moriarty; Nancy Mitchell; William Wells
Publisher: Indianapolis, Ind. : Prentice Hall ; London : Pearson Education [distributor], 2008.
Edition/Format:   Print book : English : 8th ed.View all editions and formats
Summary:
This introduction to both the theory and practice of advertising provides important insights into how advertising is done.
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Document Type: Book
All Authors / Contributors: Sandra E Moriarty; Nancy Mitchell; William Wells
ISBN: 9780135009383 0135009383 9780132224154 0132224151
OCLC Number: 183915361
Notes: Previous edition: published as by William Wells, John Burnett, Sandra Moriarty. Upper Saddle River, N.J.: Pearson Prentice Hall, 2006.
Description: pages 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

Abstract:

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

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