Cover Image

Advertising Principles and Practice

Bibliographic Details
Main Author: Wells, William
Other Authors: Moriarty, Sandra, Burnett, John
Format: Book
Language:English
Published: Delhi Dorling Kindersley (India) Pvt. Ltd. 2007
Edition:7th ed
Subjects:
Management
Marketing
Advertising
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245 |a Advertising  |b Principles and Practice  |c by William Wells, Sandra Moriarty and John Burnett 
250 |a 7th ed 
260 |a Delhi  |b Dorling Kindersley (India) Pvt. Ltd.  |c 2007 
300 |a XXXI, 592p.  |b 28 cm. 
500 |a Includes glossary, notes and index 
505 |a Pt 1: Foundation Ch 1- Introduction to Advertising Ch 2- Advertising's Role in Marketing Ch 3- Advertising and Society Pt 2: Planning and Strategy Ch 4- How Advertising Works Ch 5- The Consumer Audience Ch 6- Strategic Research Ch 7- Strategic Planning Pt 3: Effective Advertising Media Ch 8- Print and Out-of-Home Media Ch 9- Broadcast Media Ch 10-Interactive and Alternative Media Ch 11-Media Planning and Buying Pt 4: Effective Advertising Messages Ch 12-The Creative Side and Message Strategy Ch 13-Copywriting Ch 14-Design and Production Pt 5: Integration and Evaluation Ch 15-Direct Response Ch 16-Sales Promotion, Events, and Sponsorships Ch 17-Public Relations Ch 18-Special Advertising Situations Ch 19-Evaluation of Effectiveness 
650 |a Management 
650 |a Marketing 
650 |a Advertising 
700 |a Moriarty, Sandra 
700 |a Burnett, John 
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