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Advertising : principles and practice / William Well, John Burnett, Sandra Moriarty

By: Contributor(s): Publication details: Upper saddle river, New Jersey : Prentice hall, c2000Edition: 5th editionDescription: xvi, 562p. : col. ill. ; 29 cmISBN:
  • 9780130835710
Subject(s): DDC classification:
  • 659.1 22 WEL
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Item type Current library Call number Copy number Status Date due Barcode
Book Closed Access 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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