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Advertising : Principles and Practice

Advertising : Principles and Practice - 5th edition

ISBN13: 978-0130835710

Cover of Advertising : Principles and Practice 5TH 00 (ISBN 978-0130835710)
ISBN13: 978-0130835710
ISBN10: 0130835714
Cover type:
Edition/Copyright: 5TH 00
Publisher: Prentice Hall, Inc.
Published: 2000
International: No

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Advertising : Principles and Practice - 5TH 00 edition

ISBN13: 978-0130835710

William D. Wells, John Burnett and Sandra Moriarty

ISBN13: 978-0130835710
ISBN10: 0130835714
Cover type:
Edition/Copyright: 5TH 00
Publisher: Prentice Hall, Inc.

Published: 2000
International: No
Summary

Exceptionally real-world in focus -- with examples, issues, and applications interlaced throughout -- this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a laser-beam focus on what principles and practices make advertising effective. Features 25 Gold Award EFFIES briefs, an abundance of boxed inserts, and a running example that explores Pizza Hut's 1999 media strategy and buys. An accompanying video features current, award-winning broadcast commercials--tied directly into the EFFIES-related opening vignettes and chapter features--covering the spectrum from big to small companies.

Advertising and Society. The Advertising Situation. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. The Consumer Audience. Research and Account Planning. How Advertising Works. Strategy and Planning. ADVERTISING MEDIA. Media Planning and Buying. Print, Out-of-home, and Directory Media. Broadcast and Interactive Media. CREATING ADVERTISING. The Creative Side of Advertising. Creating Print, Directory, and Out-of-home Media. Creating Broadcast and Interactive Media. Creating Direct-response Media. IMC AND ADVERTISING CHALLENGES. Promotions. Public Relations. Business-to-Business and Retail Advertising. International Advertising. The IMC Campaign.

For anyone involved in advertising who wants cutting-edge insight into the most effective strategies in today's highly competitive global marketplace.

Table of Contents

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT.

1. Introduction to Advertising.
2. Advertising and Society.
3. Advertising and the Marketing Process.

II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY.

4. The Consumer Audience.
5. Account Planning.and Research.
6. How Advertising Works.
7. Advertising Planning.and Strategy

III. ADVERTISING MEDIA.

8. Media Planning and Buying.
9. Print Media.
10. Broadcast and Interactive Online Media.

IV. CREATING ADVERTISING.

11. The Creative Side of Advertising.
12. Creating Print Advertising.
13. Creating Broadcast Advertising.
14. Direct-Response Media.

V. INTEGRATING MARKETING COMMUNICATION ELEMENTS.

15. Promotions.
16. Public Relations.
17. Retail and Business-to-Business Advertising.
18. International Advertising.
19. The Integrated Campaign.

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