LEADER 00000cam  22000004a 4500 
001    ocn173182425 
003    OCoLC 
005    20080320101622.0 
008    070910t20092009njua     b    001 0 eng   
010      2007036863 
020    9780132224154 
020    0132224151 
035    (OCoLC)173182425 
035    (Sirsi) i9780132224154 
040    DLC|beng|cDLC|dBAKER|dBTCTA|dC#P|dBWX|dYDXCP|dSTJ 
049    STJJ 
050 00 HF5823|b.W455 2009 
082 00 659.1|221 
100 1  Moriarty, Sandra E.|q(Sandra Ernst) 
245 10 Advertising :|bprinciples & practice /|cSandra Moriarty, 
       Nancy Mitchell, William Wells. 
250    Eighth edition. 
264  1 Upper Saddle River, N.J. :|bPearson Prentice Hall,|c[2009]
264  4 |c©2009 
300    xlvi, 640 pages :|billustrations (chiefly color) ;|c29 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
500    Previous editions had William Wells as first author. 
504    Includes bibliographical references (pages 615-624) and 
       index. 
505 0  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. 
650  0 Advertising. 
700 1  Wells, William,|d1926- 
700 1  Mitchell, Nancy,|d1950- 
700 1  Wells, William,|d1926-|tAdvertising. 
938    Baker and Taylor|bBTCP|nBK0007454995 
938    Baker & Taylor|bBKTY|c164.00|d164.00|i0132224151
       |n0007454995|sactive 
938    Blackwell Book Service|bBBUS|nR4695351|c$164.00 
938    YBP Library Services|bYANK|n2755604 
994    11|bSTJ