000			01311nam a22001937a 4500
008			140403b xxu||||| |||| 00| 0 eng d
020			_a139780135009383
050			_aHF5823.W455
100			_aMoriarty, Sandra.
245			_aAdvertising: principles and practice. / _cSandra Moriarty.
250			_a8th ed.
260			_aAustralia: _bPearson, _c2009.
300			_a685 p.: _bill.; _c27cm.
500			_a Includes glossary and index
505			_aContents: 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.
700			_aMitchell,Nanny
700			_aWells,William
942			_2lcc _cBK
999			_c2797 _d10297