Advertising: Principles and Practice by William Wells, Charles Pearce, John Burnett, Sandra E. Moriarty |, Hardcover | Barnes & Noble
Advertising: Principles and Practice / Edition 7

Advertising: Principles and Practice / Edition 7

by William Wells, Sandra Moriarty, John Burnett, Sandra Moriarty

ISBN-10: 0131465600

ISBN-13: 9780131465602

Pub. Date: 05/19/2005

Publisher: Prentice Hall

Product Details

Prentice Hall
Publication date:
Edition description:
Older Edition
Product dimensions:
8.66(w) x 10.88(h) x 1.33(d)

Table of Contents

Part I: Advertising Foundations

Chapter 1: Introduction to Advertising

Chapter 2: Advertising’s Role in Marketing

Chapter 3: Advertising and Society


Part II: Planning and Strategy

 Chapter 4: How Advertising Works

Chapter 5: The Consumer Audience

Chapter 6: Strategic Research 

Chapter 7: Strategic Planning


Part III: Advertising Media

 Chapter 8: Print and Out-of-Home Media

Chapter 9: Broadcast Media

Chapter 10: Interactive and Alternative Media

Chapter 11: Media Planning and Buying


Part IV: Creative Advertising 

Chapter 12: The Creative Side and Message Strategy

Chapter 13: Copywriting

Chapter 14: Design and Production


Part V: Integration and Evaluation

Chapter 15: Direct Response
Chapter 16: Sales Promotion, Events, and Sponsorships

Chapter 17: Public Relations

Chapter 18: Special Advertising Situations

Chapter 19: Evaluation of Effectiveness



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