Advertising principles & practice Sandra Moriarty, Nancy Mitchell, William Wells.
Detalles de publicación: Upper Saddle River, N.J. Pearson Prentice Hall c2009.Edición: 8th edDescripción: xlvi, 640 p. ill. (chiefly col.) 29 cmISBN:- 9780132224154
- 0132224151
- Advertising principles and practice
- 659.1 21
- HF5823 .W455 2009
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF5823 .W455 2009 (Navegar estantería(Abre debajo)) | Disponible | 50000003191326 |
Descripciones mejoradas de Syndetics:
This introduction to both the theory and practice of advertising provides important insights into how advertising is done.
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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Tabla de contenidos provista por Syndetics
- Part One Foundations
- Chapter One Introduction to Advertising
- Chapter Two Advertisings Role in Marketing
- Chapter Three Advertising and Society
- Part Two Planning and Strategy
- Chapter Four How Advertising Works
- Chapter Five The Consumer Audience
- Chapter Six Strategic Research
- Chapter Seven Strategic Planning
- Part Three Effective Advertising Media
- Chapter Eight Print and Out-of-Home Media
- Chapter Nine Broadcast Media
- Chapter Ten Interactive and Alternative Media
- Chapter Eleven Media Planning and Buying
- Part Four Effective Advertising Messages
- Chapter Twelve The Creative Side and Message Strategy
- Chapter Thirteen Copywriting
- Chapter Fourteen Design and Production
- Part Five Integration and Evaluation
- Chapter Fifteen Direct Response
- Chapter Sixteen Sales Promotion, Events, and Sponsorships
- Chapter Seventeen Public Relations
- Chapter Eighteen Special Advertising Situations
- Chapter Nineteen Evaluation of Effectiveness