Advertising
by Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.Edition: 8th
Format: Hardcover
Pub. Date: 2009-01-01
Publisher(s): Prentice Hall
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Summary
Moriarty teaches students about effective marketing. The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation. For advertising professionals and business students concentrating in marketing or advertising.
Table of Contents
| Foundations | |
| Introduction to Advertising | |
| Advertisings Role in Marketing | |
| Advertising and Society | |
| Planning and Strategy | |
| How Advertising Works | |
| The 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 | |
| The 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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