Research Catalog

Title

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

Author

Wells, William, 1926-

Publication

Upper Saddle River, N.J. : Pearson/Prentice Hall, [2006], ©2006.

Items in the Library & Off-site

Holdings

Details

Additional Authors

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

Description

xxxi, 592 pages : color illustrations; 29 cm

Alternative Title

Advertising : principles and practice

Subjects

• Reclame
• Effectiviteit
• Advertising

Bibliography (note)

• Includes bibliographical references (p. 575-580) and index.

Contents

1. Introduction to advertising -- 2. Advertising's role in marketing -- 3. Advertising and society -- Part-ending case : chick-fil-A : foundations -- 4. How advertising works -- 5. The consumer audience -- 6. Strategic research -- 7. Strategic planning -- Part-ending case : chick-fil-A : planning and strategy -- 8. Print and out-of-home media -- 9. Broadcast media -- 10. Interactive and alternative media -- 11. Media planning and buying -- Part-ending case : chick-fil-A : effective advertising media -- 12. The creative side and message strategy -- 13. Copywriting -- 14. Design and production -- Part-ending case : chick-fil-A : effective advertising messages -- 15. Direct response -- 16. Sales promotion, events, and sponsorships -- 17. Public relations -- 18. Special advertising situations -- 19. Evaluation of effectiveness -- Part-ending case : chick-fil-A : integration and evaluation.

ISBN

0131465600

LCCN

2005047639

OCLC

• ocm59148361
• SCSB-8868686

Owning Institutions

Columbia University Libraries