9780132224154

Advertising

by ; ;
  • ISBN13:

    9780132224154

  • ISBN10:

    0132224151

  • Edition: 8th
  • Format: Hardcover
  • Copyright: 1/1/2009
  • Publisher: Prentice Hall
  • View Upgraded Edition

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $220.00 Save up to $118.90
  • Buy Used
    $101.10
    Add to Cart Free Shipping

    USUALLY SHIPS IN 2-3 BUSINESS DAYS

Supplemental Materials

What is included with this book?

  • The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

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.

Table of Contents

Foundations
Introduction to Advertising
Advertisings 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
Sales Promotion, Events, and Sponsorships
Public Relations
Special Advertising Situations
Evaluation of Effectiveness
Table of Contents provided by Publisher. All Rights Reserved.

Rewards Program

Write a Review