NUST Institutions Library Catalogue

Advertising : principles & practice / William Wells, Sandra Moriarty, John Burnett.

By: Wells, William, 1926-Contributor(s): Burnett, John, 1944- | Moriarty, Sandra E. (Sandra Ernst)Material type: TextTextPublisher: Upper Saddle River, N.J. : Pearson/Prentice Hall, c2006Edition: 7th edDescription: xxxi, 592 p. ; col. ill. ; 29 cmISBN: 0131465600Other title: Advertising : principles and practiceSubject(s): Advertising | Reclame | EffectiviteitDDC classification: 659.1 LOC classification: HF5823 | .W455 2006Other classification: 85.40
Contents:
Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Part-ending case : chick-fil-A : foundations -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Part-ending case : chick-fil-A : planning and strategy -- Print and out-of-home media -- Broadcast media -- Interactive and alternative media -- Media planning and buying -- Part-ending case : chick-fil-A : effective advertising media -- The creative side and message strategy -- Copywriting -- Design and production -- Part-ending case : chick-fil-A : effective advertising messages -- Direct response -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising situations -- Evaluation of effectiveness -- Part-ending case : chick-fil-A : integration and evaluation.
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Item type Current location Home library Collection Shelving location Call number Status Date due Barcode Item holds
Book Book Central Library (CL)
Central Library (CL)
NFIC General Stacks 659.1 WEL (Browse shelf) Available S3H-S-800
Total holds: 0

Includes bibliographical references (p. 575-580) and index.

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.

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