Advertising : principles and practice / William Well, John Burnett, Sandra Moriarty
Publication details: Upper saddle river, New Jersey : Prentice hall, c2000Edition: 5th editionDescription: xvi, 562p. : col. ill. ; 29 cmISBN:- 9780130835710
- 659.1 22 WEL
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Book Closed Access | Engineering Library | 659.1 WEL (Browse shelf(Opens below)) | 1 | Available | 0024397 |
PART I. ADVERTISING FOUNDATIONS AND ENVIRONMENT
1. Introduction to advertising
2. Accounting and society: ethics, regulation, and social responsibility
3. Advertising and marketing process
PART II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY
4. The consumer audience
5. Accounting planning and research
6. How advertising works
7. Advertising planning and strategy
PART III. ADVERTISING MEDIA
8. Media planning and buying
9. Print media
10. Broadcast and interactive online media
PART IV. CREATING ADVERTISING
11. The creative side of advertising
12. Creating print advertising
13. Direct-response marketing
PART V. INTERGRATING MARKETING COMMUNICATION ELEMENTS
15. Promotions
16. Public relations
17. Retail and business-to-business advertising
18. International advertising
19. The integrated campaign
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