| 000 | 00877nam a2200109Ia 4500 | ||
|---|---|---|---|
| 999 |
_c2870 _d2870 |
||
| 020 | _a978-8131714140 | ||
| 100 | _aWELLS, WILLIAM D,BURNETT, JOHN | ||
| 245 | 0 | _aADVERTISING PRINCIPLES AND PRACTICE | |
| 260 | _bPEARSON | ||
| 650 | _aFOUNDATIONS.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 . | ||
| 942 | _cBK | ||