Advertising :principles & practice /Sandra Moriarty, Nancy Mitchell, William Wells.
EDITION STATEMENT
Edition Statement
8th ed.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Upper Saddle River, N.J. :
Name of Publisher, Distributor, etc.
Pearson Prentice Hall,
Date of Publication, Distribution, etc.
c2009.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
xlvi, 640 p. :ill. (chiefly col.) ;29 cm.
NOTES PERTAINING TO BINDING AND AVAILABILITY
Text of Note
مرجع به حساب نمي آيد
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references (p. 615-624) and index.
CONTENTS NOTE
Text of Note
A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index.