ADVERTISING PRINCIPLES AND PRACTICE - WELLS, WILLIAM D,BURNETT, JOHN (PEARSON)
Keywords: FOUNDATIONS.Introduction to Advertising . Advertising's Role in Marketing .Advertising and Society. PLANNING AND STRATEGY .How Advertising Works. The Consumer Audience . Strategic Research . Strategic Planning . EFFECTIVE ADVERTISING MEDIA . Print and Out-of-Home Media . Broadcast Media . Interactive and Alternative Media .Media Planning and Buying . EFFECTIVE ADVERTISING MESSAGES . The Creative Side and Message Strategy . Copywriting . Design and Production. INTEGRATION AND EVALUATION .Direct Response. bales Promotion, Events, and Sponsorships . Public Relations . Special Advertising Situations . Evaluation of Effectiveness .