Advertising
Subtitle: principles & practice
By: Sandra Moriarty, Nancy Mitchell, William Wells.
Contributors: Wells, William, 1926-; Mitchell, Nancy, 1950-; Wells, William, 1926-
Edition: 8th ed.
Publisher: Pearson Prentice Hall
Published: 2009
Place of publication: Upper Saddle River, N.J
Language: eng
Number of pages: 640
ISBN-13: 9780132224154
Subjects: Advertising
Notes: Previous editions had William Wells as first author.

Includes bibliographical references (p. 615-624) and index.
Table of contents: title: A passion for the business; title: Introduction to advertising; title: Advertising's role in marketing; title: Advertising and society; title: Principle : strategy is creative, too; title: How advertising works; title: The consumer audience; title: Strategic research; title: Strategic planning; title: Practice : where are media heading?; title: Media basics and print media; title: Broadcast media; title: Internet and nontraditional media; title: Media planning and buying; title: Principles : creativity and breakthrough advertising; title: The creative side and message strategy; title: Copywriting; title: Design and production; title: Principles : how to win the battle of the buzz; title: Direct-response marketing; title: Sales promotion, events, and sponsorships; title: Public relations; title: Special advertising campaigns; title: Evaluation of effectiveness; title: Appendix; title: Glossary; title: Credits; title: Notes; title: Index.