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Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2009.Edition: 8th edDescription: 686 p. : ill. (chiefly col.) ; 29 cmISBN:
  • 9780135009383
Subject(s): DDC classification:
  • 659.1 21
LOC classification:
  • HF5823 .W455 2009
Contents:
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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Holdings
Item type Current library Home library Call number Status Barcode
Books Books Main Campus Library University of Eastern Africa, Baraton HF 5823 .W455 2009 (Browse shelf(Opens below)) Available 70836

Previous editions had William Wells as first author.

Includes bibliographical references (p. 615-624) and index.

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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