Wells, William,  1926- <br/><br/>
Advertising :  principles & practice / 
 Advertising : principles and practice 
William Wells, Sandra Moriarty, John Burnett. 
 - 7th ed. 
 - Upper Saddle River, N.J. :  Pearson/Prentice Hall,  c2006. 
 - xxxi, 592 p. ;  col. ill. ;  29 cm. 
<br/><br/>Includes bibliographical references (p. 575-580) and index. 
<br/><br/> 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.  1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14.  15.  16.  17.  18.  19. 
<br/><br/><label>ISBN: </label>0131465600 
<br/><br/><label>LCCN: </label>2005047639 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Reclame.<br/>Effectiviteit.
<br/><br/><label>LC Class. No.: </label>HF5823  / .W455 2006 
<br/><br/><label>Dewey Class. No.: </label>659.1