| 紀錄類型: |
書目-語言資料,印刷品
: Monograph/item
|
| 杜威分類號: |
659.1 |
| 書名/作者: |
Advertising : : principles & practice/ Sandra Moriarty, Nancy Mitchell, William Wells. |
| 其他題名: |
Advertising |
| 作者: |
Moriarty, Sandra Ernst, |
| 其他作者: |
Wells, William, |
| 出版者: |
Upper Saddle River (N.J.) : : Pearson Prentice Hall,, cop. 2009. |
| 面頁冊數: |
1 v. (686 p.) : : couv. ill. en coul., ill. ;; 28x22 cm |
| 附註: |
Previous editions had William Wells as first author. |
| 標題: |
Publicité. |
| 標題: |
Advertising. |
| ISBN: |
9780135009383 (pbk.) |
| ISBN: |
0135009383 (pbk.) |
| 書目註: |
Notes bibliogr. Glossaire. Index. |
| 內容註: |
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. |