Moriarty, Sandra. creator Mitchell,Nanny Wells,William text xxu Australia Pearson 2009 8th ed. monographic eng

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685 p.: ill.; 27cm. 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. Sandra Moriarty. Includes glossary and index HF5823.W455 139780135009383 140403