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| LEADER |
01556pamaa2200229 4500 |
| 001 |
0000045101 |
| 005 |
20121206090000.0 |
| 008 |
090413 eng |
| 020 |
0 |
0 |
|a 0135009383 / 9780135009383 (pbk.)
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| 090 |
0 |
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|a HF5823
|b WEL 2009
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| 100 |
1 |
0 |
|a Wells
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| 245 |
1 |
0 |
|a Advertising :
|b principles & practice
|c Sandra Moriarty, Nancy Mitchell, William Wells.
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| 250 |
0 |
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|a 8th ed.
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| 260 |
0 |
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|a Upper Saddle River, N.J.:
|b Pearson Prentice Hall,
|c 2009.
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| 300 |
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|a 686 p.:
|b ill. (chiefly col.);
|c 29 cm.
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| 501 |
0 |
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|a BMCMI
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| 504 |
0 |
0 |
|a Includes bibliographical references (p. 615-624) and index
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| 505 |
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|a 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
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| 650 |
0 |
0 |
|a Advertising
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| 700 |
1 |
1 |
|a Moriarty,
|h Sandra
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| 700 |
1 |
1 |
|a Mitchell,
|h Nancy
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| 901 |
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|u www.prenhall.com
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