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Advertising :[Texte imprimé] /principles & practice

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.

Advertising :[Texte imprimé] /principles & practice
Moriarty, Sandra Ernst,(1943- ...)

Advertising :principles & practice[Texte imprimé] /AdvertisingSandra Moriarty, Nancy Mitchell, William Wells. - 8th ed. - Upper Saddle River (N.J.) :Pearson Prentice Hall,cop. 2009. - 1 v. (686 p.) :couv. ill. en coul., ill. ;28x22 cm

Previous editions had William Wells as first author.

Notes bibliogr. Glossaire. Index.

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.

ISBN: 9780135009383 (pbk.)NTD 1,280Subjects--Topical Terms:

337194
Publicité.

Dewey Class. No.: 659.1

Advertising :[Texte imprimé] /principles & practice
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