Advertising Principles and Practice

By:

Wells William D

Contributor(s):

Moriarty Sandra

Material type: Text

TextLanguage: English Publication details: India Pearson 2013Edition: 7thDescription: 592ISBN:

9788131714140

Subject(s):

Advertising

DDC classification:

659 WEL

Summary: PART 1 FOUNDATION 1 Introduction to Advertising 2 Advertising's Role in Marketing 3 Advertising and Society PART 2 PLANNING AND STRATEGY 4 How Advertising Works 5 The Consumer Audience 6 Strategic Research 7 Strategic Planning PART 3 EFFECTIVE ADVERTISING MEDIA 8 Print and Out-of-Home Media 9 Broadcast Media 10 Interactive and Alternative Media 11 Media Planning and Buying PART 4 EFFECTIVE ADVERTISING MESSAGES 12 The Creative Side and Message Strategy 13 Copywriting 14 Design and Production PART 5 INTEGRATION AND EVALUATION 15 Direct Response 16 Sales Promotion, Events, and Sponsorships 17 Public Relations 18 Special Advertising Situations 19 Evaluation of Effectiveness

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Holdings
Item type	Current library	Call number	Status	Notes	Barcode
Books	School of Fashion Technology	659 WEL (Browse shelf(Opens below))	Available (not for issue)	004117	SOFT-BK-4117

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Previous	659 BAT Advertising Management	659 HEN Strategic Writing: Multimedia Writing for Public Relations, Advertising and More	659 RAT Strategic Media Planning & Buying: Integration of Traditional and Digital Media	659 WEL Advertising Principles and Practice	670 Manufactiring Processes for Design Professionals	670 Materials Matter IV	670 Materials Matter V	Next

PART 1 FOUNDATION
1 Introduction to Advertising
2 Advertising's Role in Marketing
3 Advertising and Society
PART 2 PLANNING AND STRATEGY
4 How Advertising Works
5 The Consumer Audience
6 Strategic Research
7 Strategic Planning
PART 3 EFFECTIVE ADVERTISING MEDIA
8 Print and Out-of-Home Media
9 Broadcast Media
10 Interactive and Alternative Media
11 Media Planning and Buying
PART 4 EFFECTIVE ADVERTISING MESSAGES
12 The Creative Side and Message Strategy
13 Copywriting
14 Design and Production
PART 5 INTEGRATION AND EVALUATION
15 Direct Response
16 Sales Promotion, Events, and Sponsorships
17 Public Relations
18 Special Advertising Situations
19 Evaluation of Effectiveness

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