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Advertising : Principles and Practice

Advertising : Principles and Practice - 7th edition

Advertising : Principles and Practice - 7th edition

ISBN13: 9780131465602

ISBN10: 0131465600

Advertising : Principles and Practice by William Wells, John Burnett and Sandra Moriarty - ISBN 9780131465602
Edition: 7TH 06
Copyright: 2006
Publisher: Prentice Hall, Inc.
Published: 2006
International: No
Advertising : Principles and Practice by William Wells, John Burnett and Sandra Moriarty - ISBN 9780131465602

ISBN13: 9780131465602

ISBN10: 0131465600

Summary

For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments.

Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness.

Table of Contents

Table of Contents

Part I: Advertising Foundations

Chapter 1: Introduction to Advertising
Chapter 2: Advertising's Role in Marketing
Chapter 3: Advertising and Society

Part II: Planning and Strategy

Chapter 4: How Advertising Works
Chapter 5: The Consumer Audience
Chapter 6: Strategic Research
Chapter 7: Strategic Planning

Part III: Advertising Media

Chapter 8: Print and Out-of-Home Media
Chapter 9: Broadcast Media
Chapter 10: Interactive and Alternative Media
Chapter 11: Media Planning and Buying

Part IV: Creative Advertising

Chapter 12: The Creative Side and Message Strategy
Chapter 13: Copywriting
Chapter 14: Design and Production

Part V: Integration and Evaluation

Chapter 15: Direct Response
Chapter 16: Sales Promotion, Events, and Sponsorships
Chapter 17: Public Relations
Chapter 18: Special Advertising Situations
Chapter 19: Evaluation of Effectiveness

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