000			01332nam a22002057a 4500
008			140410b xxu||||| |||| 00| 0 eng d
020			_a9780135009383
050			_aHF5823 _b.W455
100			_aMoriarty,Sandra
245			_aAdvertising: principles and practice./ _cSandra Moriarity, Nancy Mitchell and William Wells.
250			_a8th ed.
260			_a Upper Saddle River: _bPearson, _c2009.
300			_a686p.: _bill, _c27cm.
500			_aIncludes index.
505			_aContents: 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.
650			_aAdvertising
700			_aWilliam Wells
700			_aNancy Mitchell
942			_2lcc _cBK
999			_c2828 _d10328