02027nam a2200337Ia 4500 288641 20160527201817.0 070910s2009 njua b 001 0 eng 2007036863 9780132224154 0132224151 (OCoLC)ocn173182425 (OCoLC)173182425 DLC DLC BAKER BTCTA C#P BWX YDXCP STJ DLC HF5823 .W455 2009 659.1 21 Moriarty, Sandra E. (Sandra Ernst) Local 138969 Advertising principles & practice Sandra Moriarty, Nancy Mitchell, William Wells. Advertising principles and practice 8th ed. Upper Saddle River, N.J. Pearson Prentice Hall c2009. xlvi, 640 p. ill. (chiefly col.) 29 cm. Previous editions had William Wells as first author. Includes bibliographical references (p. 615-624) and index. 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. gccdic2008 Advertising LEMB 47734 Wells, William 1926- Local 188203 Wells, William 1926- Advertising. Local 188203 Mitchell, Nancy 1950- Local 137263 208804 208804 0 0 lc 0 HF_5823_000000000000000__W455_2009 0 mbl 337044 12 12 20 2016-05-27 Spanish Book 185.00 426304 0 HF5823 .W455 2009 50000003191326 2016-05-27 00:00:00 r:288641 6