Advertising : principles & practice
| Main Author: | |
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J.:
Pearson Prentice Hall,
2009.
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| Edition: | 8th ed. |
| Subjects: |
Table of Contents:
- A passion for the business
- Introduction to advertising
- Advertising's 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