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Advertising : Principles and Practice

Advertising : Principles and Practice - 8th edition

ISBN13: 978-0132224154

Cover of Advertising : Principles and Practice 8TH 09 (ISBN 978-0132224154)
ISBN13: 978-0132224154
ISBN10: 0132224151
Cover type: Hardback
Edition/Copyright: 8TH 09
Publisher: Prentice Hall, Inc.
Published: 2009
International: No

List price: $220.00

Advertising : Principles and Practice - 8TH 09 edition

ISBN13: 978-0132224154

Sandra Moriarty, William D. Wells and Nancy Mitchell

ISBN13: 978-0132224154
ISBN10: 0132224151
Cover type: Hardback
Edition/Copyright: 8TH 09
Publisher: Prentice Hall, Inc.

Published: 2009
International: No
Summary

Moriarty teaches students about effective marketing. The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation. For advertising professionals and business students concentrating in marketing or advertising.

Table of 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

List price: $220.00
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