Advertising : principles & practice /
| Основен автор: | Wells, William, 1926- |
|---|---|
| Други автори: | Burnett, John, 1944-, Moriarty, Sandra E. |
| Формат: | Книга |
| Език: | English |
| Публикувано: |
Upper Saddle River, N.J. :
Pearson/Prentice Hall,
c2006.
|
| Издание: | 7th ed. |
| Предмети: |
Съдържание:
- 1. Introduction to advertising
- 2. Advertising's role in marketing
- 3. Advertising and society
- Part-ending case : chick-fil-A : foundations
- 4. How advertising works
- 5. The consumer audience
- 6. Strategic research
- 7. Strategic planning
- Part-ending case : chick-fil-A : planning and strategy
- 8. Print and out-of-home media
- 9. Broadcast media
- 10. Interactive and alternative media
- 11. Media planning and buying
- Part-ending case : chick-fil-A : effective advertising media
- 12. The creative side and message strategy
- 13. Copywriting
- 14. Design and production
- Part-ending case : chick-fil-A : effective advertising messages
- 15. Direct response
- 16. Sales promotion, events, and sponsorships
- 17. Public relations
- 18. Special advertising situations
- 19. Evaluation of effectiveness
- Part-ending case : chick-fil-A : integration and evaluation.