Moriarty, Sandra E. <br/><br/>
Advertising  principles & practice 
 Advertising principles and practice 
Sandra Moriarty, Nancy Mitchell, William Wells. 
 - 8th ed. 
 - Upper Saddle River, N.J.  Pearson Prentice Hall  c2009. 
 - xlvi, 640 p.  ill. (chiefly col.)  29 cm. 
<br/><br/> Previous editions had William Wells as first author. 
<br/><br/>Includes bibliographical references (p. 615-624) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780132224154 0132224151 
<br/><br/><label>LCCN: </label>2007036863 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising
<br/><br/><label>LC Class. No.: </label>HF5823  / .W455 2009 
<br/><br/><label>Dewey Class. No.: </label>659.1