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ISBN-10: 0132224151
ISBN-13: 9780132224154
Edition: 8th 2009
List price: $220.00 Buy it from $3.00
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Description: Moriarty teaches students about effective marketing. The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation. For advertising  More...

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Book details

List price: $220.00
Edition: 8th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 2/1/2008
Binding: Hardcover
Pages: 688
Size: 9.25" wide x 11.25" long x 1.25" tall
Weight: 3.916
Language: English

Moriarty teaches students about effective marketing. The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation. For advertising professionals and business students concentrating in marketing or advertising.

Foundations
Introduction to Advertising
Advertisings 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 Effectiveness

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