01733pamaa2200277 4500 0000049267 20170110090000.0 110628 eng 9780132163644 9780273752929 0132163640 0273752928 HF5823 WEL 2012 Wells Advertising & IMC : principles & practice Sandra Moriarty, Nancy Mitchell, William Wells. 9th ed. Upper Saddle River, N.J.: Pearson Prentice Hall, 2012. xxviii, 657 p.: ill. (chiefly col.); 29 cm. AUP Includes bibliographical references 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 Advertising Moriarty, Sandra Mitchell, Nancy Advertising and IMC : principles and practice / Sandra Moriarty, Nancy Mitchell, William Wells www.prenhall.com