TY  - BOOK
AU  - Moriarty,Sandra E.
AU  - Wells,William
AU  - Wells,William
AU  - Mitchell,Nancy
TI  - Advertising: principles & practice
SN  - 9780132224154
AV  - HF5823 .W455 2009
U1  - 659.1 21
PY  - 2009///
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Advertising
KW  - LEMB
N1  - 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
ER  -