TY  - BOOK
AU  - Moriarty,Sandra
AU  - William Wells
AU  - Nancy Mitchell
TI  - Advertising: principles and practice.
SN  - 9780135009383
AV  - HF5823 .W455
PY  - 2009///
CY  -  Upper Saddle River
PB  - Pearson
KW  - Advertising
N1  - Includes index; 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
ER  -