Advertising
International Edition
8th Edition
Published on 8. May 2008
Book
Paperback/Softback
688 pages
978-0-13-500938-3 (ISBN)
Description
For introductory courses in Advertising.
Moriarty teaches students about effective marketing.
Moriarty teaches students about effective marketing.
More details
Edition
8th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 276 mm
Width: 229 mm
Thickness: 25 mm
Weight
1366 gr
ISBN-13
978-0-13-500938-3 (9780135009383)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Sandra Moriarty | Nancy Mitchell | William Wells
Advertising Principles & Practices: Global Edition
Book
04/2011
9th Edition
Pearson Education Limited
€82.93
Article exhausted; check for reprint
Previous edition
William D. Wells | Sandra Moriarty | John Burnett
Advertising
Principles and Practice: International Edition
Book
06/2005
7th Edition
Pearson
€60.65
Article exhausted; check for reprint
Content
Part One: Foundations
Chapter One: Introduction to Advertising
Chapter Two: Advertising's Role in Marketing
Chapter Three: Advertising and Society
Part Two: Planning and Strategy
Chapter Four: How Advertising Works
Chapter Five: The Consumer Audience
Chapter Six: Strategic Research
Chapter Seven: Strategic Planning
Part Three: Effective Advertising Media
Chapter Eight: Print and Out-of-Home Media
Chapter Nine: Broadcast Media
Chapter Ten: Interactive and Alternative Media
Chapter Eleven: Media Planning and Buying
Part Four: Effective Advertising Messages
Chapter Twelve: The Creative Side and Message Strategy
Chapter Thirteen: Copywriting
Chapter Fourteen: Design and Production
Part Five: Integration and Evaluation
Chapter Fifteen: Direct Response
Chapter Sixteen: Sales Promotion, Events, and Sponsorships
Chapter Seventeen: Public Relations
Chapter Eighteen: Special Advertising Situations
Chapter Nineteen: Evaluation of Effectiveness
Chapter One: Introduction to Advertising
Chapter Two: Advertising's Role in Marketing
Chapter Three: Advertising and Society
Part Two: Planning and Strategy
Chapter Four: How Advertising Works
Chapter Five: The Consumer Audience
Chapter Six: Strategic Research
Chapter Seven: Strategic Planning
Part Three: Effective Advertising Media
Chapter Eight: Print and Out-of-Home Media
Chapter Nine: Broadcast Media
Chapter Ten: Interactive and Alternative Media
Chapter Eleven: Media Planning and Buying
Part Four: Effective Advertising Messages
Chapter Twelve: The Creative Side and Message Strategy
Chapter Thirteen: Copywriting
Chapter Fourteen: Design and Production
Part Five: Integration and Evaluation
Chapter Fifteen: Direct Response
Chapter Sixteen: Sales Promotion, Events, and Sponsorships
Chapter Seventeen: Public Relations
Chapter Eighteen: Special Advertising Situations
Chapter Nineteen: Evaluation of Effectiveness