| Edition |
Eighth edition. |
| Description |
xlvi, 640 pages : illustrations (chiefly color) ; 29 cm |
| Note |
Previous editions had William Wells as first author. |
| Bibliography |
Includes bibliographical references (pages 615-624) and index. |
| Contents |
A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index. |
| Subject |
Advertising.
|
| Added Author |
Wells, William, 1926-
|
|
Mitchell, Nancy, 1950-
|
|
Wells, William, 1926-
Advertising.
|
| ISBN |
9780132224154 |
|
0132224151 |
|
