Advertising by Sandra MoriartyAdvertising by Sandra Moriarty


bySandra Moriarty, Nancy D Mitchell, William D. Wells...

Hardcover | February 1, 2008

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Moriarty teaches students about effective marketing.

The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation.

For advertising professionals and business students concentrating in marketing or advertising.

Title:AdvertisingFormat:HardcoverDimensions:688 pages, 11.12 × 8.77 × 1.12 inPublished:February 1, 2008Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132224151

ISBN - 13:9780132224154

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Table of Contents

Part One: Foundations


Chapter One: Introduction to Advertising


Chapter Two: Advertising’s Role in Marketing


Chapter Three: Advertising and Society



Part Two: Planning and Strategy


Chapter Four: How Advertising Works


Chapter Five: The Consumer Audience


Chapter Six: Strategic Research


Chapter Seven: Strategic Planning



Part Three: Effective Advertising Media


Chapter Eight: Print and Out-of-Home Media


Chapter Nine: Broadcast Media


Chapter Ten: Interactive and Alternative Media


Chapter Eleven: Media Planning and Buying



Part Four: Effective Advertising Messages


Chapter Twelve: The Creative Side and Message Strategy


Chapter Thirteen: Copywriting


Chapter Fourteen:  Design and Production



Part Five: Integration and Evaluation


Chapter Fifteen:  Direct Response


Chapter Sixteen:  Sales Promotion, Events, and Sponsorships


Chapter Seventeen:  Public Relations


Chapter Eighteen:  Special Advertising Situations


Chapter Nineteen:  Evaluation of Effectiveness