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9780132224154

Advertising

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  • ISBN13:

    9780132224154

  • ISBN10:

    0132224151

  • Edition: 8th
  • Format: Hardcover
  • Copyright: 2009-01-01
  • Publisher: Prentice Hall
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List Price: $220.00

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.

Supplemental Materials

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