AuthorWells, William, 1926-
TitleAdvertising : principles & practice / William Wells, Sandra Moriarty, John Burnett
Imprint Upper Saddle River, N. J. : Pearson/Prentice Hall, c2006
Edition 7th ed
Descript xxxi, 592 p. : col. ill. ; 29 cm


Foundations: Introduction to advertising ; Advertising's role in marketing ; Advertising and society -- Planning and strategy: How advertising works ; The consumer audience ; Strategic research ; Strategic planning -- Effective advertising media: Print and out-of-home media ; Broadcast media ; Interactive and alternative media ; Media planning and buying -- Effective advertising messages: The creative side and message strategy ; Copywriting ; Design and production -- Integration and evaluation: Direct response ; Sales promotion, Events, and sponsorships ; Public relations ; Special advertising situations ; Evaluation of effeftiveness


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