TY  - BOOK
AU  - Moriarty, Sandra.
AU  - Mitchell,Nanny
AU  - Wells,William
TI  - Advertising: principles and practice.
SN  - 139780135009383
AV  - HF5823.W455 
PY  - 2009///
CY  - Australia
PB  - Pearson
N1  -  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.
ER  -