Advertising : principles & practice / William Wells, John Burnett, Sandra Moriarty.

By: Wells, William, 1926-Contributor(s): Burnett, John, 1944- | Moriarty, Sandra E. (Sandra Ernst)Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2003Edition: 6th edDescription: x, 599 p. : col. ill. ; 28 cmISBN: 0130477222Subject(s): AdvertisingDDC classification: 659.1
Contents:
Pt. I. Advertising Foundations and Environment -- 1. Introduction to Advertising -- 2. Advertising and Society: Ethics, Regulation, and Social Responsibility -- 3. Advertising and the Marketing Process -- Pt. II. Advertising Background, Planning, and Strategy -- 4. The Consumer Audience -- 5. Account Planning and Research -- 6. How Advertising Works -- 7. Advertising Planning and Strategy -- Pt. III. Advertising Media -- 8. Media Planning and Buying -- 9. Print Media -- 10. Broadcast and Interactive Online Media -- Pt. IV. Creative Advertising -- 11. The Creative Side of Advertising -- 12. Copywriting -- 13. Design and Production -- 14. Direct-Response Marketing -- Pt. V. Integrating Marketing Communication Elements -- 15. Sales Promotion -- 16. Public Relations -- 17. Retail and Business-to-Business Advertising -- 18. International Advertising -- 19. The Integrated Campaign. App. The Hallmark Brand Insistence IMC Campaign.
List(s) this item appears in: Mr Naeem's Donation
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode Item holds
Books Books Namal Library
Arts 		659.1 WEL-A 2003 5307 (Browse shelf (Opens below)) Available 0005307
Total holds: 0

Includes bibliographical references and index.

Pt. I. Advertising Foundations and Environment -- 1. Introduction to Advertising -- 2. Advertising and Society: Ethics, Regulation, and Social Responsibility -- 3. Advertising and the Marketing Process -- Pt. II. Advertising Background, Planning, and Strategy -- 4. The Consumer Audience -- 5. Account Planning and Research -- 6. How Advertising Works -- 7. Advertising Planning and Strategy -- Pt. III. Advertising Media -- 8. Media Planning and Buying -- 9. Print Media -- 10. Broadcast and Interactive Online Media -- Pt. IV. Creative Advertising -- 11. The Creative Side of Advertising -- 12. Copywriting -- 13. Design and Production -- 14. Direct-Response Marketing -- Pt. V. Integrating Marketing Communication Elements -- 15. Sales Promotion -- 16. Public Relations -- 17. Retail and Business-to-Business Advertising -- 18. International Advertising -- 19. The Integrated Campaign. App. The Hallmark Brand Insistence IMC Campaign.

There are no comments on this title.

to post a comment.