Title:
Advertising : principles & practice
Personal Author:
Edition:
Seventh edition, International edition
Physical Description:
xxxi, 592 pages : illustrations ; 28 cm
ISBN:
9780131968813
Subject Term:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 33000000003300 | HF5821 W44 2006 f | Open Access Book | Gift Book | Searching... |
On Order
Summary
Summary
For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments, this advertising textbook emphasizes on measuring advertising effectiveness.
Author Notes
Table of Contents
| Part I Advertising Foundations |
| Chapter 1 Introduction to Advertising |
| Chapter 2 Advertising's Role in Marketing |
| Chapter 3 Advertising and Society |
| Part II Planning and Strategy |
| Chapter 4 How Advertising Works |
| Chapter 5 The Consumer Audience |
| Chapter 6 Strategic Research |
| Chapter 7 Strategic Planning |
| Part III Advertising Media |
| Chapter 8 Print and Out-of-Home Media |
| Chapter 9 Broadcast Media |
| Chapter 10 Interactive and Alternative Media |
| Chapter 11 Media Planning and Buying |
| Part IV Creative Advertising |
| Chapter 12 The Creative Side and Message Strategy |
| Chapter 13 Copywriting |
| Chapter 14 Design and Production |
| Part V Integration and Evaluation |
| Chapter 15 Direct Response |
| Chapter 16 Sales Promotion, Events, and Sponsorships |
| Chapter 17 Public Relations |
| Chapter 18 Special Advertising Situations |
| Chapter 19 Evaluation of Effectiveness |
