ADVERTISING : PRINCIPLES & PRACTICE /
The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how...
| Main Authors: | , , |
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| Format: | text |
| Language: | eng |
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Upper Saddle River, N.J. : Prentice Hall,
2003
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| Subjects: |
| _version_ | 1811128861622009856 |
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| author | Wells, William, 1926-, author 240788 Burnett, John, 1944-, author 240796 Moriarty, Sandra E., (Sandra Ernst), author 618229 |
| author_facet | Wells, William, 1926-, author 240788 Burnett, John, 1944-, author 240796 Moriarty, Sandra E., (Sandra Ernst), author 618229 |
| author_sort | Wells, William, 1926-, author 240788 |
| collection | OCEAN |
| description | The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective—and the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well. The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements. For those interested in effective advertising. |
| first_indexed | 2024-03-05T16:39:00Z |
| format | text |
| id | KOHA-OAI-TEST:591093 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-09-23T23:39:02Z |
| publishDate | 2003 |
| publisher | Upper Saddle River, N.J. : Prentice Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5910932024-07-09T03:56:54ZADVERTISING : PRINCIPLES & PRACTICE / Wells, William, 1926-, author 240788 Burnett, John, 1944-, author 240796 Moriarty, Sandra E., (Sandra Ernst), author 618229 textUpper Saddle River, N.J. : Prentice Hall,2003©2003engThe most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective—and the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well. The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements. For those interested in effective advertising.Includes bibliographical references and index.I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process. -- II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. -- III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. -- IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Copywriting. 13. Design and Production. 14. Direct-Response Marketing. -- V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Sales Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective—and the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well. The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements. For those interested in effective advertising.Mohaiminah Khayon;PSZ_JBAdvertisingURN:ISBN:9780131202061 |
| spellingShingle | Advertising Wells, William, 1926-, author 240788 Burnett, John, 1944-, author 240796 Moriarty, Sandra E., (Sandra Ernst), author 618229 ADVERTISING : PRINCIPLES & PRACTICE / |
| title | ADVERTISING : PRINCIPLES & PRACTICE / |
| title_full | ADVERTISING : PRINCIPLES & PRACTICE / |
| title_fullStr | ADVERTISING : PRINCIPLES & PRACTICE / |
| title_full_unstemmed | ADVERTISING : PRINCIPLES & PRACTICE / |
| title_short | ADVERTISING : PRINCIPLES & PRACTICE / |
| title_sort | advertising principles practice |
| topic | Advertising |
| work_keys_str_mv | AT wellswilliam1926author240788 advertisingprinciplespractice AT burnettjohn1944author240796 advertisingprinciplespractice AT moriartysandraesandraernstauthor618229 advertisingprinciplespractice |