02293cam a2200361 a 4500 OSt 20260318130220.0 070910s2009 njua b 001 0 eng 2007036863 9780132224154 0132224151 15000820 (OCoLC)173182425 KUSN KUSN KUSN eng rda HF5823 .W455 2009 659.1 21 Moriarty, Sandra E. (Sandra Ernst) 8715 Advertising : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells. 8th ed. Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. xlvi, 640 p. : ill. (chiefly col.) ; 29 cm. Previous editions had William Wells as first author. Includes bibliographical references (p. 615-624) and index. 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 -- Appendix -- Glossary -- Credits -- Notes -- Index. Advertising. 745 Wells, William, 1926- 8716 Mitchell, Nancy, 1950- 8717 Wells, William, 1926- Advertising. 8718 Table of contents only http://www.loc.gov/catdir/toc/ecip0727/2007036863.html lcc BK sb39 2007-09-10 sb39 2007-09-10 email to publisher re 2nd author sb39 2007-09-10 to sl aa19 2007-09-12 ; back to social pool for subject headings sb39 2007-09-12 to eCIP ps15 2008-05-05 1 copy rec'd., to CIP ver. LCAP batch update 2025-06-01-04:00: LCAPM-644 5267 5267 0 0 lcc 0 HF5823 W455 02009 0 8063 KUNS KUNS GEN 2026-03-18 Purchase HF5823 .W455 2009 2026-0305 2026-03-18 C1 2026-03-18 BK item available in hard copy