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Advertising : principles & practice / William Wells, Sandra Moriarty, John Burnett.
2006
R 26 WEL.A
Details
Title
Advertising : principles & practice / William Wells, Sandra Moriarty, John Burnett.
Edition
Seventh edition.
Description
xxxi, 592 pages : color illustrations ; 29 cm
ISBN
0131465600
9780131465602
0131968815
9780131968813
9780131465602
0131968815
9780131968813
Alternate Call Number
R 26 WEL.A
Summary
[This book] has organized [the] discussion of advertising effect for you in the form of a Facets Model. This illustration and the ideas it represents are used throughout the book to help you remember what we mean by effectiveness when [they] explain such things as how advertising works, how objectives are decided upon, and how an advertisement is evaluated based on its objectives.-Pref.
Note
Includes glossary, credits and notes.
Bibliography, etc. Note
Includes bibliographical references (p.575-580) and index.
Formatted Contents Note
Foundations: Introduction to advertising; Advertising's role in marketing; Advertising and society
Planning and strategy: How advertising works; Consumer audience; Strategic research; Strategic planning
Effective advertising media: Print and out-of-home media; Broadcast media; Interactive and alternative media; Media planning and buying
Effective advertising messages: Creative side and message strategy; Copywriting; Design and production
Integration and evaluation: Direct response; Sales promotion, events, and sponsorships; Public relations; Special advertising situations; Evaluation of effectiveness
Glossary.
Planning and strategy: How advertising works; Consumer audience; Strategic research; Strategic planning
Effective advertising media: Print and out-of-home media; Broadcast media; Interactive and alternative media; Media planning and buying
Effective advertising messages: Creative side and message strategy; Copywriting; Design and production
Integration and evaluation: Direct response; Sales promotion, events, and sponsorships; Public relations; Special advertising situations; Evaluation of effectiveness
Glossary.
Published
Princeton, N.J. : Recording for the Blind & Dyslexic, 2006.
Language
English
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