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by: Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.

Advertising

by: Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.

ISBN 13:
9780132224154
ISBN 10:
0132224151
Edition: 8th
Format: Hardcover
Copyright: 01/01/2009
Publisher: 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.

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.

Amazon no longer offers textbook rentals. We do!

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9780132224154

0132224151

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

Advertising

Advertising

9780132224154

0132224151

Summary

Table of Contents

Supplemental Materials

Write a Review

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