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Advertising : principles & practice 8th ed

Advertising : principles & practice 8th ed (9회 대출)

자료유형
단행본
개인저자
Moriarty, Sandra E. (Sandra Ernst) Wells, William , 1926- Mitchell, Nancy , 1950- Wells, William , 1926-
서명 / 저자사항
Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.
판사항
8th ed.
발행사항
Upper Saddle River, N.J. :   Pearson Prentice Hall ,   c2009.  
형태사항
xlvi, 640 p. : ill. (chiefly col.) ; 29 cm.
ISBN
9780132224154 0132224151
일반주기
Previous editions had William Wells as first author.  
내용주기
A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index.
서지주기
Includes bibliographical references (p. 615-624) and index.
일반주제명
Advertising.
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008 070910s2009 njua b 001 0 eng
010 ▼a 2007036863
020 ▼a 9780132224154
020 ▼a 0132224151
035 ▼a (KERIS)REF000013591887
040 ▼a DLC ▼c DLC ▼d BAKER ▼d BTCTA ▼d C#P ▼d BWX ▼d YDXCP ▼d STJ ▼d DLC ▼d 211009
050 0 0 ▼a HF5823 ▼b .W455 2009
082 0 0 ▼a 659.1 ▼2 22
090 ▼a 659.1 ▼b W456a8a
100 1 ▼a Moriarty, Sandra E. ▼q (Sandra Ernst)
245 1 0 ▼a Advertising : ▼b principles & practice / ▼c Sandra Moriarty, Nancy Mitchell, William Wells.
250 ▼a 8th ed.
260 ▼a Upper Saddle River, N.J. : ▼b Pearson Prentice Hall , ▼c c2009.
300 ▼a xlvi, 640 p. : ▼b ill. (chiefly col.) ; ▼c 29 cm.
500 ▼a Previous editions had William Wells as first author.
504 ▼a Includes bibliographical references (p. 615-624) and index.
505 0 ▼a A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index.
650 0 ▼a Advertising.
700 1 ▼a Wells, William , ▼d 1926-
700 1 ▼a Mitchell, Nancy , ▼d 1950-
700 1 ▼a Wells, William , ▼d 1926- ▼t Advertising.
945 ▼a KINS

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