| Record ID | ia:advertisingprinc0000well |
| Source | Internet Archive |
| Download MARC XML | https://archive.org/download/advertisingprinc0000well/advertisingprinc0000well_marc.xml |
| Download MARC binary | https://www.archive.org/download/advertisingprinc0000well/advertisingprinc0000well_meta.mrc |
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003 OCoLC
005 20200923234838.0
008 050406s2006 njua b 001 0 eng
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100 1 $aWells, William,$d1926-
245 10 $aAdvertising :$bprinciples & practice /$cWilliam Wells, Sandra Moriarty, John Burnett.
246 3 $aAdvertising : principles and practice
250 $a7th ed.
260 $aUpper Saddle River, N.J. :$bPearson/Prentice Hall,$c©2006.
300 $axxxi, 592 pages :$bcolor illustrations ;$c29 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 575-580) and index.
505 0 $a1. Introduction to advertising -- 2. Advertising's role in marketing -- 3. Advertising and society -- Part-ending case : chick-fil-A : foundations -- 4. How advertising works -- 5. The consumer audience -- 6. Strategic research -- 7. Strategic planning -- Part-ending case : chick-fil-A : planning and strategy -- 8. Print and out-of-home media -- 9. Broadcast media -- 10. Interactive and alternative media -- 11. Media planning and buying -- Part-ending case : chick-fil-A : effective advertising media -- 12. The creative side and message strategy -- 13. Copywriting -- 14. Design and production -- Part-ending case : chick-fil-A : effective advertising messages -- 15. Direct response -- 16. Sales promotion, events, and sponsorships -- 17. Public relations -- 18. Special advertising situations -- 19. Evaluation of effectiveness -- Part-ending case : chick-fil-A : integration and evaluation.
650 0 $aAdvertising.
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
650 7 $aWerbung$2gnd
650 17 $aReclame.$2gtt
650 17 $aEffectiviteit.$2gtt
655 0 $aAdvertising.
700 1 $aBurnett, John,$d1944-
700 1 $aMoriarty, Sandra E.$q(Sandra Ernst)
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