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Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells
Livre
Edited by Pearson Prentice Hall. Upper Saddle River (N.J.) - 2009
A passion for the business. Introduction to advertising. Advertising's role in marketing. Advertising and society. Principle : strategy is creative, too. How advertising works. The consumer audience. Strategic research. Strategic planning. Practice : where are media heading?. Media basics and print media. Broadcast media. Internet and nontraditional media. Media planning and buying. Principles : creativity and breakthrough advertising. The creative side and message strategy. Copywriting. Design and production. Principles : how to win the battle of the buzz. Direct-response marketing. Sales promotion, events, and sponsorships. Public relations. Special advertising campaigns. Evaluation of effectiveness. Appendix. Glossary. Credits. Notes. Index.
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