TY  - BOOK
AU  - Wells,William
AU  - Burnett,John
AU  - Moriarty,Sandra E.
TI  - Advertising: principles & practice 
SN  - 0131465600
AV  - HF5823 .W455 2006
U1  - 659.1 22
PY  - 2006///
CY  - Upper Saddle River, N.J.
PB  - Pearson/Prentice Hall
KW  - Advertising
KW  - Reclame
KW  - gtt
KW  - Effectiviteit
N1  - 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
ER  -