Research Catalog

Title

Advertising : principles & practice / William Wells, John Burnett, Sandra Morarity.

Author

Wells, William, 1926-

Publication

Upper Saddle River, NJ : Prentice Hall, 2000.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Burnett, John, 1944-
• Moriarty, Sandra E. (Sandra Ernst)

Description

xviii, 562 pages : illustrations; 29 cm

Summary

• "In order to build effective advertising campaigns, the cutting edge of humor, new media, and technology must be partnered with solid fundamentals such as market research and media buying."--BOOK JACKET.
• "Who exemplifies this better than Mad Dogs and Englishmen, a hot New York City ad agency known for its effective cutting-edge advertising and Integrated Marketing Communications campaigns? Join us as we see how Mad Dogs utilizes account planning, nurtures creativity, and builds teams.
• See the challenges Mad Dogs faces as it tackles everything from internal organization and client billing to creative and strategic planning, media planning and buying, and the demands of a creative environment."--BOOK JACKET. "Each part of the book closes with a comprehensive Mad Dogs and Englishmen case, which refers to a custom video that amplifies and extends each case."--BOOK JACKET.

Subject

• Advertising

Bibliography (note)

• Includes bibliographical references and index.

Contents

Pt. I. Advertising Foundations and Environment. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process -- Pt. II. Advertising Background, Planning, and Strategy. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy -- Pt. III. Advertising Media. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media -- Pt. IV. Creating Advertising. 11. The Creative Side of Advertising. 12. Creating Print Advertising. 13. Creating Broadcast Advertising. 14. Direct-Response Marketing -- Pt. V. Integrating Marketing Communication Elements. 15. Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign. App. The Hallmark Brand Insistence IMC Campaign.

ISBN

0130835714

LCCN

99056644

OCLC

• 42786252
• ocm42786252

Owning Institutions

Columbia University Libraries