Advertising
Pearson (Verlag)
978-0-13-500938-3 (ISBN)
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Moriarty teaches students about effective marketing.
Part One: Foundations
Chapter One: Introduction to Advertising
Chapter Two: Advertising’s Role in Marketing
Chapter Three: Advertising and Society
Part Two: Planning and Strategy
Chapter Four: How Advertising Works
Chapter Five: The Consumer Audience
Chapter Six: Strategic Research
Chapter Seven: Strategic Planning
Part Three: Effective Advertising Media
Chapter Eight: Print and Out-of-Home Media
Chapter Nine: Broadcast Media
Chapter Ten: Interactive and Alternative Media
Chapter Eleven: Media Planning and Buying
Part Four: Effective Advertising Messages
Chapter Twelve: The Creative Side and Message Strategy
Chapter Thirteen: Copywriting
Chapter Fourteen: Design and Production
Part Five: Integration and Evaluation
Chapter Fifteen: Direct Response
Chapter Sixteen: Sales Promotion, Events, and Sponsorships
Chapter Seventeen: Public Relations
Chapter Eighteen: Special Advertising Situations
Chapter Nineteen: Evaluation of Effectiveness
| Erscheint lt. Verlag | 8.5.2008 |
|---|---|
| Sprache | englisch |
| Maße | 229 x 276 mm |
| Gewicht | 1366 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-500938-3 / 0135009383 |
| ISBN-13 | 978-0-13-500938-3 / 9780135009383 |
| Zustand | Neuware |
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