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Required Textbooks for Undergraduate Online Courses

Effective Spring 2020

These books are specific to the online undergraduate courses only and will be needed before the first day of class. Books can be purchased through the WVU Bookstore.


It is recommended that all students obtain a copy of the following book. Writing assignments will need to follow APA style for citations.  Several courses listed below require the Associated Press stylebook instead and are noted.

APA Manual

Publication Manual of the American Psychological Association, 2019 (7th ed.)

ISBN : 9781433832161

You can also view and bookmark a tutorial covering APA citations from the following link http://tinyurl.com/m9osvf


ADV 201 – Advertising and Society

ADV 201

Berger, A. (2015).  Ads, fads, and consumer culture : advertising's impact on American character and society. Lanham: Rowman & Littlefield. 

ISBN: 9781442241251



ADV 215 – Principles of Advertising

ADV 215

Arens, W., Schaefer, D. & Weigold, M. (2018).  M: Advertising. Dubuque: McGraw-Hill Education. 

ISBN: 9781259815942



ADV 309 – Advertising & Creativity

ADV 309

The Advertising Concept Book: Think Now, Design Later (Third) Paperback – July 26, 2016 by Pete Barry (Author)

ISBN: 9780500292679



ADV 409 – Advertising Research & Media

textbook

Geskey, R. (2015). Media Planning & Buying in the 21st Century. (3rd ed). CreateSpace Independent Publishing Platform. 

ISBN : 978-1502358714 



ADV 419 – Advertising Strategies

keller text

Keller, K. L. (2013). Strategic Brand Management (4th ed.). New York, NY: Pearson. Print version - ISBN-13: 978-0-13-266425-7 Digital version 



Digital Collection Coursepack. ISBN-10: 1323547215 (Additional information, including specific purchasing information, regarding the custom text will be provided to you by your instructor.) 


ADV 459 – Advertising Campaigns

textbook

Parente, D. E. (2006). Advertising campaign strategy: A guide to marketing communication plans(4th ed.). Florence, KY: Thomson South-Western. 

ISBN : 9780324322712 



IMC 510 – Introduction to IMC

Advertising and Promotion textbook cover

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: an integrated marketing communications perspective (11th ed.). New York, NY: McGraw-Hill Education. 

ISBN: 9781259548147

IMC 510 students also have two discounted purchasing options to choose from as well:

  1. Loose Leaf Version: Purchase loose leaf full national text at a discount ($90) for WVU IMC students direct from this link: http://shop.mheducation.com/mhshop/productDetails?isbn=1260261999
  2. Smartbook (eBook): The required book is also available online through McGraw Hill’s Connect platform in the form of an eBook. You can purchase the Smartbook at a discount ($90) for WVU IMC students direct from this link: http://connect.mheducation.com/class/wvuimc

JRL 101 – Media & Society

Mass Comm

Hanson, R. 2016 Mass Communication: Living in a Media World. (7th ed.). 

ISBN: 9781544332345




JRL 215 – Media Writing

textbook

Kessler, L. (2014) When Words Collide (9th ed.) Cengage Learning. 

ISBN :9781285052472




Stylebook

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN:  9781541699892



JRL 235 – Electronic Media & Society

JRL 235

Gross, Lynne Shaffer.  Electronic Media. An Introduction. 11th Edition, 2012, McGraw-Hill. 

ISBN: 9780073526164



JRL 322 – Gaming Design & Digital Narrative

No textbook is required for this class.


JRL 361 – Media Relations in Sport

textbook

Schultz, B., Caskey, P.H., & Esherick, C. (2014). Media relations in sport (4th ed.). Morgantown, WV: Fitness Information Technology. 

ISBN : 9781935412953 or ISBN: 9781935412946     



JRL 412 – Sport Journalism

textbook

Reinardy, S., & Wanta, W. (2015). The Essentials of Sports Reporting and Writing. (2nd edition) New York, NY: Routledge.

ISBN : 9780415737807 



Stylebook

Replace 2016 guide with new (2019) guide: Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN:  9781541699892



JRL 419 – Entertainment Reporting

textbook

Titchener, C. B. (2005). Reviewing the Arts. Mahwah, New Jersey, LEA Publishers.

ISBN : 9780805851748




JRL 428 – Media Ethics and Law

textbook

Mathewson, J. (2013). Law and Ethics for Today’s Journalist. Sharpe, M. E. Inc.

ISBN : 978-0765640765




JRL 432 – Social Media Strategy

Karen Freberg

Freberg, K. (2019).  Social media for strategic communication: Creative strategies and research-based applications. Thousand Oaks, CA: Sage.

ISBN: 9781506387109



JRL 433 – Social Media Applications

No textbook is required for this class.


JRL 434 – Social Media Campaigns

textbook

Barker, M.S., Barker, D.I., Bormann, N.F., & Neher, K.E. (2013). Social media marketing: A strategic approach. South-Western Cengage Learning: Mason, OH.

ISBN: 978-0538480871



JRL 450 – Writing for Health Promotion

Healthcare Writing

Healthcare Writing: A Practical Guide to Professional Success, (1st ed.). Michael A. Arntfield and James W. Johnston. Broadview Press. 

ISBN: 9781554812295



JRL 452 – Applied Health Promotion

Health Communication

Health Communication: Strategies and Skills for a New Era, (1st ed.). Claudia Parvanta  and Sarah Bass. JB Learning.

ISBN: 9781284065879



JRL 454 – Health Promotion Campaigns

Social Marketing

Social Marketing: Behavior Change for Social Good, (6th ed.). Nancy R. Lee  and Philip Kotler. SAGE Publishing.

ISBN : 9781544351490


JRL 485 – MDS Capstone

No textbook is required for this class.


JRL 488 – Video Editing

No textbook is required for this class.


JRL 493C/593A – Ethics in an A.I. Society

Book cover for Move Fast and Break Things

Taplin, J. (2017). Move Fast and Break Things: How Facebook, Google, and Amazon Cornered Culture and Undermined Democracy Little, Brown and Company.

ISBN: 9780316275774




JRL 493D/593B

No textbook is required for this class.


PR 215 – Introduction to Public Relations

Public Relations bookcover

Kelleher, T. (2018).  Public Relations. New York, NY: Oxford University Press.

ISBN: 9780190201470.



PR 301 – Writing for Public Relations

Strategic Writing

Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More, 2018 (4th ed.). Marsh, C., Guth, D. W., & Short, B. P. Routledge.

ISBN : 9781138037106  




Stylebook 2019

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN: 9781541699892




PR 401 – Applied Public Relations

textbook

Hendrix. J., & Hayes, D. (2013). Public relations cases (9th ed.). Boston, MA: Cengage Learning.

ISBN : 9781111344429




PR 410 IMC for Public Relations

Integrated Advertising

Clow, K. E., & Baack, D. E. (2018). Integrated advertising, promotion, and marketing communications (8th ed.). Upper Saddle River, NJ: Prentice Hall.

ISBN : 9780134484136



Public Relations Campaigns

Public Relations Campaigns An Integrated Approach, 2018. Regina M. Luttrell and Luke W. Capizzo. Sage Publishing. 

ISBN : 9781506332512



PR 412 IMC for Sport

Sport Marketing

Mullin, B. J., Hardy, S., & Sutton, W. A. Sport Marketing, 2014 (4th ed.). Human Kinetics. 

ISBN : 9781450424981 



Sport Public Relations

Stoldt, G. C., Dittmore, S. W., & Branvold, S. E. Sport Public Relations: Managing Stakeholder Communication, 2012. Human Kinetics. 

ISBN : 9780736090384



PR 431 – Entertainment Media Promotion

PR 431

Ames, C. (2016).  Entertainment Public Relations: Communicating with Audiences. New York, NY: Peter Lang Publishing, Inc. 

ISBN: 9781433130540




PR 432 – Entertainment Media Branding

textbook

Lieberman, Al and Pat Esgate (2014). The Definitive Guide to Entertainment Marketing (2nd ed.). Upper Saddle River, NJ:Pearson Education, Inc.

ISBN: 978-0133092080



PR 433 – Entertainment Media Campaigns

No textbook is required for this class.


PR 436 – Event Planning

textbook

Silvers, Julia R. (2012). Professional Event Coordination (2nd edition, Wiley Events), (2012)

ISBN : 978-0470560716



PR 437 – Event Promotion

PR 437 text

Preston, C. (2012).  Event marketing: how to successfully promote events, festivals, conventions, and expositions. Wiley

ISBN: 9780470891070



PR 438 – Event Execution

PR 438 text

Allen, J., O'toole, W., Harris, R., & McDonnell, I. (2012).  Festival and Special Event Management (5th ed.) John Wiley & Sons

ISBN: 9781742164618



STCM 315 – Strategic Advertising and Public Relations Writing

textbook

Marsh, C., Guth, D.W., and Short, B. P. (2012). Strategic Writing: Multimedia Writing for Public Relations, Advertising and More: 3rd edition. Boston: Pearson Education.

ISBN 9780205031979




2019 Stylebook

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN: 9781541699892




STCM 421 – Advertising and Public Relations Audience 

STCM 421
Brown, T. J. & Suter, T. A. (2014).  MR  (2nd ed.). Mason, OH: South-Western, Cengage Learning. 

ISBN: 9781133958413


STCM 438  – Branded Content Narrative

Global Content Marketing text by Didner

Didner, P. (2014) . Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works.

ISBN: 9780071840972


STCM 439 – Strategic Social Media

Social Media for Strategic Communication

Freberg, K. (2019). Social media for strategic communication: Creative strategies and research-based applications. Thousand Oaks, CA: Sage. 
ISBN: 9781506387109



STCM 459 – Strategic Comm Campaigns

Developing the Public Relations Campaign

Bobbit, R., & Sullivan, R. (2013). Developing the Public Relations Campaigns: A Team-Based Approach (3nd ed.). Boston: Pearson.

ISBN: 9780205066728




Made to Stick

Heath, C. & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. New York: Random House. 

ISBN: 9781400064281