Moriarty,Sandra <br/><br/>
Advertising: principles and practice./ 
Sandra Moriarity, Nancy Mitchell and William Wells. 
 - 8th ed. 
 - Upper Saddle River:  Pearson,  2009. 
 - 686p.:  ill,  27cm. 
<br/><br/> Includes index. 
<br/><br/>Contents: 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. 
<br/><br/><label>ISBN: </label>9780135009383 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising
<br/><br/><label>LC Class. No.: </label>HF5823  / .W455