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000023697 020__ $$a0131465600
000023697 020__ $$z9780131465602
000023697 020__ $$z0131968815
000023697 020__ $$z9780131968813
000023697 035__ $$a(OCoLC)1161058796
000023697 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000023697 050_4 $$aHF5823$$b.W455 2006
000023697 08204 $$a659.1$$220
000023697 084__ $$aR 26 WEL.A
000023697 090__ $$c25919$$d25918
000023697 1001_ $$aWells, William,$$d1926-$$eauthor.
000023697 24510 $$aAdvertising :$$bprinciples & practice /$$cWilliam Wells, Sandra Moriarty, John Burnett.
000023697 250__ $$aSeventh edition.
000023697 264_1 $$aPrinceton, N.J. :$$bRecording for the Blind & Dyslexic,$$c2006.
000023697 300__ $$axxxi, 592 pages :$$bcolor illustrations ;$$c29 cm
000023697 336__ $$atext$$btxt$$2rdacontent
000023697 337__ $$aunmediated$$bn$$2rdamedia
000023697 338__ $$avolume$$bnc$$2rdacarrier
000023697 500__ $$aIncludes glossary, credits and notes.
000023697 504__ $$aIncludes bibliographical references (p.575-580) and index.
000023697 5050_ $$aFoundations: Introduction to advertising; Advertising's role in marketing; Advertising and society -- Planning and strategy: How advertising works; Consumer audience; Strategic research; Strategic planning -- Effective advertising media: Print and out-of-home media; Broadcast media; Interactive and alternative media; Media planning and buying -- Effective advertising messages: Creative side and message strategy; Copywriting; Design and production -- Integration and evaluation: Direct response; Sales promotion, events, and sponsorships; Public relations; Special advertising situations; Evaluation of effectiveness -- Glossary.
000023697 520__ $$a[This book] has organized [the] discussion of advertising effect for you in the form of a Facets Model. This illustration and the ideas it represents are used throughout the book to help you remember what we mean by effectiveness when [they] explain such things as how advertising works, how objectives are decided upon, and how an advertisement is evaluated based on its objectives.-Pref.
000023697 650_0 $$aAdvertising.
000023697 653__ $$aAdvertising
000023697 653__ $$aMarketing
000023697 653__ $$aInternet
000023697 653__ $$aBroadcasting
000023697 653__ $$aMedia
000023697 7001_ $$aBurnett, John,$$d1944-
000023697 7001_ $$aMoriarty, Sandra E.,$$d1943-$$eauthor.
000023697 942__ $$cMON$$jR 26 WEL.A
000023697 980__ $$aBIB
000023697 999__ $$c25919$$d25919