| 000 | 02293cam a2200361 a 4500 | ||
|---|---|---|---|
| 003 | OSt | ||
| 005 | 20260318130220.0 | ||
| 008 | 070910s2009 njua b 001 0 eng | ||
| 010 | _a 2007036863 | ||
| 020 | _a9780132224154 | ||
| 020 | _a0132224151 | ||
| 035 | _a15000820 | ||
| 035 | _a(OCoLC)173182425 | ||
| 040 |
_aKUSN _cKUSN _dKUSN _beng _erda |
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| 050 | 0 | 0 |
_aHF5823 _b.W455 2009 |
| 082 | 0 | 0 |
_a659.1 _221 |
| 100 | 1 |
_aMoriarty, Sandra E. _q(Sandra Ernst) _98715 |
|
| 245 | 1 | 0 |
_aAdvertising : _bprinciples & practice / _cSandra Moriarty, Nancy Mitchell, William Wells. |
| 250 | _a8th ed. | ||
| 260 |
_aUpper Saddle River, N.J. : _bPearson Prentice Hall, _cc2009. |
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| 300 |
_axlvi, 640 p. : _bill. (chiefly col.) ; _c29 cm. |
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| 500 | _aPrevious editions had William Wells as first author. | ||
| 504 | _aIncludes bibliographical references (p. 615-624) and index. | ||
| 505 | 0 | _aA 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. | |
| 650 | 0 |
_aAdvertising. _9745 |
|
| 700 | 1 |
_aWells, William, _d1926- _98716 |
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| 700 | 1 |
_aMitchell, Nancy, _d1950- _98717 |
|
| 700 | 1 |
_aWells, William, _d1926- _tAdvertising. _98718 |
|
| 856 | 4 | 1 |
_3Table of contents only _uhttp://www.loc.gov/catdir/toc/ecip0727/2007036863.html |
| 942 |
_2lcc _cBK |
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| 955 |
_asb39 2007-09-10 _isb39 2007-09-10 email to publisher re 2nd author _asb39 2007-09-10 to sl _aaa19 2007-09-12 ; back to social pool for subject headings _asb39 2007-09-12 to eCIP _aps15 2008-05-05 1 copy rec'd., to CIP ver. |
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| 955 | _aLCAP batch update 2025-06-01-04:00: LCAPM-644 | ||
| 999 |
_c5267 _d5267 |
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