|
|
|
|
| LEADER |
01733pamaa2200277 4500 |
| 001 |
0000049267 |
| 005 |
20170110090000.0 |
| 008 |
110628 eng |
| 020 |
0 |
0 |
|a 9780132163644
|
| 020 |
0 |
0 |
|a 9780273752929
|
| 020 |
|
|
|a 0132163640
|
| 020 |
0 |
0 |
|a 0273752928
|
| 090 |
0 |
0 |
|a HF5823
|b WEL 2012
|
| 100 |
1 |
0 |
|a Wells
|
| 245 |
1 |
0 |
|a Advertising & IMC :
|b principles & practice
|c Sandra Moriarty, Nancy Mitchell, William Wells.
|
| 250 |
0 |
0 |
|a 9th ed.
|
| 260 |
0 |
0 |
|a Upper Saddle River, N.J.:
|b Pearson Prentice Hall,
|c 2012.
|
| 300 |
|
|
|a xxviii, 657 p.:
|b ill. (chiefly col.);
|c 29 cm.
|
| 501 |
0 |
0 |
|a AUP
|
| 504 |
0 |
0 |
|a Includes bibliographical references and index
|
| 505 |
0 |
0 |
|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
|
| 650 |
0 |
0 |
|a Advertising
|
| 700 |
1 |
1 |
|a Moriarty,
|h Sandra
|
| 700 |
1 |
1 |
|a Mitchell,
|h Nancy
|
| 740 |
0 |
0 |
|a Advertising and IMC : principles and practice / Sandra Moriarty, Nancy Mitchell, William Wells
|
| 901 |
|
|
|u www.prenhall.com
|
