Author | Wells, William |
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Title | Advertising : principles & practice / William Wells, John Burnett and Sandra Moriarty |
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Imprint |
Upper Saddle River, New Jersey : Prentice Hall, 2000 |
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Edition |
5th ed |
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Descript |
xvii, 562 p. : ill.; 28 cm |
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CONTENT
Advertising foundations and environment: Introduction to advertising -- Advertising and society -- Advertising and the marketing process -- Advertising background, planning, and strategy: The consumer audience -- Account planning and research -- How advertising works -- Advertising planning and strategy -- Advertising media: Media planning and buying -- Print media -- Broadcast and interactive online media -- Creating advertising: The creative side of advertising -- Creating print advertising -- Creating broadcast advertising -- Direct-response marketing -- Integrating marketing communication elements: Promotions -- Public relations -- Retail and business-to-business advertising -- International advertising -- The integrated campaign
SUBJECT
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Advertising
LOCATION | CALL# | STATUS |
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Communication Arts Library | 659.1 W456A 2000 |
CHECK SHELVES
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Communication Arts Library | 659.1 W456A 2000 |
CHECK SHELVES
|