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EbookNice Team
Status:
Available4.3
22 reviewsISBN 10: 0135009383
ISBN 13: 9780135009383
Author: Sandra Moriarty, Nancy Mitchell, William Wells
PART 1
A PASSION FOR THE BUSINESS
1 Introduction to Advertising
2 Advertising's Role in Marketing
3 Advertising and Society
PART 2
PRINCIPLE: STRATEGY IS CREATIVE, TOO
4 How Advertising Works
5 The Consumer Audience
6 Strategic Research
7 Strategic Planning
PART 3
PRACTICE: WHERE ARE MEDIA HEADING?
8 Media Basics and Print Media
9 Broadcast Media
10 Internet and Nontraditional Media
11 Media Planning and Buying
PART 4
PRINCIPLES: CREATIVITY AND BREAKTHROUGH ADVERTISING
12 The Creative Side and Message Strategy
13 Copywriting
14 Design and Production
PART 5
PRINCIPLES: HOW TO WIN THE BATTLE OF THE BUZZ
15 Direct-Response Marketing
16 Sales Promotion, Events, and Sponsorships
17 Public Relations
18 Special Advertising Campaigns
19 Evaluation of Effectiveness
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Tags: Sandra Moriarty, Nancy Mitchell, William Wells, Principles and Practice
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