Advertising : principles & practice /
By: Moriarty, Sandra E. (Sandra Ernst)
Title By: Wells, William | Mitchell, Nancy
Material type:
BookPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2009.Edition: 8th ed.Description: 686 p. : ill. (chiefly col ; 28 cm.ISBN: 9780135009383Program: MARK333 MARK940Other title: Advertising : principles and practice.Subject(s): Advertising
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 659.1 MO AD (Browse shelf) | Checked out | 06/29/2020 | T0038321 |
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| 659.1 LO DA Damn good advice (for people with talent!) : how to unleash your creative potential | 659.1 LO NA Native advertising : | 659.1 MA AD Advertising / | 659.1 MO AD Advertising : principles & practice / | 659.1 MO AD Advertising & IMC : principles & practice / | 659.1 MO AD Advertising & IMC : principles & practice / | 659.1 MO AD Advertising & IMC : |
Previous editions had William Wells as first author. Includes bibliographical references (p. 615-624) and index.
A passion for the business -- Introduction to advertising -- Advertisings 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.
MARK333 MARK940