principles & practice Moriarty, Sandra E. (Sandra Ernst) creator Wells, William 1926- Mitchell, Nancy 1950- text bibliography nju Upper Saddle River, N.J Pearson Prentice Hall c2009 2009 8th ed. monographic eng

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xlvi, 640 p. ill. (chiefly col.) 29 cm. 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. Sandra Moriarty, Nancy Mitchell, William Wells. Previous editions had William Wells as first author. Includes bibliographical references (p. 615-624) and index. Advertising HF5823 .W455 2009 659.1 Wells, William 1926- 9780132224154 0132224151 2007036863 DLC 070910 20160527201817.0 288641