Advertising : principles & practice /

• Wells, William.
• Moriarty, Sandra E.
• Burnett, John.

• Advertising.

• Prentice Hall,

• 0131968815

• Includes bibliographical references and index.
• Part I: Advertising Foundations -- Chapter 1: Introduction to Advertising -- Chapter 2: Advertising's Role in Marketing -- Chapter 3: Advertising and Society -- Part II: Planning and Strategy Chapter 4: How Advertising Works -- Chapter 5: The Consumer Audience -- Chapter 6: Strategic Research -- Chapter 7: Strategic Planning -- Part III: Advertising Media Chapter -- 8: Print and Out-of-Home Media -- Chapter 9: Broadcast Media -- Chapter 10: Interactive and Alternative Media -- Chapter 11: Media Planning and Buying -- Part IV: Creative Advertising -- Chapter 12: The Creative Side and Message Strategy -- Chapter 13: Copywriting -- Chapter 14: Design and Production -- Part V: Integration and Evaluation -- Chapter 15: Direct Response -- Chapter 16: Sales Promotion, Events, and Sponsorships -- Chapter 17: Public Relations -- Chapter 18: Special Advertising Situations -- Chapter 19: Evaluation of Effectiveness.

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