TY  - BOOK
AU  - Moriarty,Sandra E.
AU  - Mitchell,Nancy
AU  - Wells,William
AU  - Moriarty,Sandra E.
TI  - Advertising & IMC: principles & practice 
SN  - 9780273752929 (paperback)
AV  - HF5823 .W455 2012
PY  - 2012///
CY  - Boston
PB  - Prentice Hall
KW  - Advertising
N1  - Includes bibliographical references  (pages 656-668) and index
N2  - For introductory courses in advertising. An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication--as well as the implications of these changes to traditional practice--and presents them to students through an accessible, well-written approach. The ninth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus
ER  -