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Advertising: Principles and Practice, 7th Edition, Pearson International Edition

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ISBN-10: 0131968815

ISBN-13: 9780131968813

Edition: N/A

Authors: Burnett Wells Moriarty

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Book details

Publisher: Prentice Hall
Pages: 624
Size: 7.30" wide x 9.35" long x 0.81" tall
Weight: 2.398

Advertising 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
Advertising Media
Print and Out-of-Home Media
Broadcast Media
Interactive and Alternative Media
Media Planning and Buying
Creative Advertising
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 Effectiveness