Advertising
Principles and Practice
5th Edition
Published on 21. December 1999
Book
Hardback
592 pages
978-0-13-083571-0 (ISBN)
Description
The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.
More details
Edition
5th edition
Language
English
Place of publication
Upper Saddle River
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 285 mm
Width: 222 mm
Thickness: 25 mm
Weight
1477 gr
ISBN-13
978-0-13-083571-0 (9780130835710)
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
William D. Wells | John Burnett | Sandra Moriarty
Advertising
Principles and Practice: International Edition
Book
11/2002
6th Edition
Pearson
€53.22
Article exhausted; check for reprint
Previous edition
Book
04/1992
2nd Edition
Prentice Hall International Paperback Editions
€25.94
Article exhausted; check for reprint
Content
I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society. 3. Advertising and the Marketing Process. II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Creating Print Advertising. 13. Creating Broadcast Advertising. 14. Direct-Response Media. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.