Advertising by Sandra Moriarty

Advertising

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.

Details & Specs

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