Advertising : principles & practice
by
Wells, William, 1926-
Title
:
Advertising : principles & practice
Author
:
Wells, William, 1926-
ISBN
:
9780130835710
Personal Author
:
Wells, William, 1926-
Edition
:
5th ed.
Publication Information
:
Upper Saddle River, N.J. : Prentice Hall, 2000.
Physical Description
:
xviii, 562 pages : illustrations (some color) ; 28 cm
Contents
:
Pt. I. Advertising Foundations and Environment. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process -- Pt. II. Advertising Background, Planning, and Strategy. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy -- Pt. III. Advertising Media. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media -- Pt. IV. Creating Advertising. 11. The Creative Side of Advertising. 12. Creating Print Advertising. 13. Creating Broadcast Advertising. 14. Direct-Response Marketing -- Pt. V. Integrating Marketing Communication Elements. 15. Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign -- App. The Hallmark Brand Insistence IMC Campaign.
Abstract
:
"In order to build effective advertising campaigns, the cutting edge of humor, new media, and technology must be partnered with solid fundamentals such as market research and media buying."--BOOK JACKET. "Who exemplifies this better than Mad Dogs and Englishmen, a hot New York City ad agency known for its effective cutting-edge advertising and Integrated Marketing Communications campaigns? Join us as we see how Mad Dogs utilizes account planning, nurtures creativity, and builds teams. See the challenges Mad Dogs faces as it tackles everything from internal organization and client billing to creative and strategic planning, media planning and buying, and the demands of a creative environment."--BOOK JACKET. "Each part of the book closes with a comprehensive Mad Dogs and Englishmen case, which refers to a custom video that amplifies and extends each case."--BOOK JACKET.
Subject Term
:
Advertising.
Advertising. (OCoLC)fst00797511
Werbung. (DE-588)4065541-6
Werbung.
Added Author
:
Burnett, John, 1944-
Moriarty, Sandra E. (Sandra Ernst)
Electronic Access
: