Edition: 8th 2009
List price: $220.00
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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 professionals and business students concentrating in marketing or advertising.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $220.00
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 2/1/2008
Size: 9.25" wide x 11.25" long x 1.25" tall
|Introduction to Advertising|
|Advertisings Role in Marketing|
|Advertising and Society|
|Planning and Strategy|
|How Advertising Works|
|The Consumer Audience|
|Effective Advertising Media|
|Print and Out-of-Home Media|
|Interactive and Alternative Media|
|Media Planning and Buying|
|Effective Advertising Messages|
|The Creative Side and Message Strategy|
|Design and Production|
|Integration and Evaluation|
|Sales Promotion, Events, and Sponsorships|
|Special Advertising Situations|
|Evaluation of Effectiveness|