000			02027nam a2200337Ia 4500
001			288641
005			20160527201817.0
008			070910s2009 njua b 001 0 eng
010			_a 2007036863
020			_a9780132224154
020			_a0132224151
035			_a(OCoLC)ocn173182425
035			_a(OCoLC)173182425
040			_aDLC _cDLC _dBAKER _dBTCTA _dC#P _dBWX _dYDXCP _dSTJ _dDLC
050	0	0	_aHF5823 _b.W455 2009
082	0	0	_a659.1 _221
100	1		_aMoriarty, Sandra E. _q(Sandra Ernst) _2Local _9138969
245	1	0	_aAdvertising _bprinciples & practice _cSandra Moriarty, Nancy Mitchell, William Wells.
246	3		_aAdvertising principles and practice
250			_a8th ed.
260			_aUpper Saddle River, N.J. _bPearson Prentice Hall _cc2009.
300			_axlvi, 640 p. _bill. (chiefly col.) _c29 cm.
500			_aPrevious editions had William Wells as first author.
504			_aIncludes bibliographical references (p. 615-624) and index.
505	0		_aA 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.
590			_agccdic2008
650		0	_aAdvertising _2LEMB _947734
700	1		_aWells, William _d1926- _2Local _9188203
700	1		_aWells, William _d1926- _tAdvertising. _2Local _9188203
700	1		_aMitchell, Nancy _d1950- _2Local _9137263
999			_c208804 _d208804