01311nam a22001937a 4500 140403b xxu||||| |||| 00| 0 eng d 139780135009383 HF5823.W455 Moriarty, Sandra. Advertising: principles and practice. / Sandra Moriarty. 8th ed. Australia: Pearson, 2009. 685 p.: ill.; 27cm. Includes glossary and index Contents: A Passion for the business: Introduction to advertising -- Advertising's role marketing -- Advertising's role in marketing -- Advertising and society -- Principle: Strategy is creative, too: How advertising works -- The Consumer audience -- Strategic research -- Strategic planning -- Principle: 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 -- Copy writing -- Design and Production -- Principles:How to win the battle of the buzz: Direct-response marketing -- Sale promotion,events,and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness. Mitchell,Nanny Wells,William lcc BK 2797 10297 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-04-03 0 HF5823.W455 7190/215/13 2014-04-03 00:00:00 1 2014-04-03 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-04-03 0 HF5823.W4551 7191/216/13 2014-04-03 00:00:00 2 2014-04-03 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-04-03 0 HF5823.W4552 7192/217/13 2014-04-03 00:00:00 2 2014-04-03 BK