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Required Textbooks for Undergraduate Online Courses

Effective Fall 2017

These books are specific to the online undergraduate courses only and will be needed before the first day of class begins. 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.

textbook

American Psychological Association. (2009). Publication manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association. 

ISBN : 9781433805615

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

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

ISBN-13: 978-0-13-325542-3


2. Case Reading Packet. WVU ADV 419 Advertising Strategy. New York, NY: Pearson Collections. Digital version 

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

textbook

Till, B., & Heckler, D. (2008). The truth about creating brands people love. Upper Saddle River, NJ: Pearson/FT Press. 

ISBN : 9780137128167




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 



JRL 101 – Media & Society

JRL 101

Hanson, R. 2016 Mass Communication: Living in a Media World. (6th ed.). 

ISBN: 9781506344461  




JRL 215 – Media & Society

textbook

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

ISBN :9781285052472




AP Stylebook 2016Associated Press. (2016).  The Associated Press stylebook and briefing on media law 2016 ed. New York, NY: Basic Books.

ISBN: 978-0917360633



JRL 235 – Electronic Media & Society

JRL 235

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

ISBN: 9780073526164



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



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 



AP Stylebook 2016

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

ISBN: 978-0917360633



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

textbook

Safko, L. (2012). The social media bible: Tactics, tools & strategies for business success (3rd ed.). Hoboken, NJ: John Wiley & Sons, Inc.

ISBN : 9781118269749


textbook

Mathos, M., & Norman, C. (2012). 101 social media tactics for nonprofits: A field guide. Hoboken, NJ: John Wiley & Sons, Inc.

ISBN : 9781118106242




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

This course relies on two digital texts, which can be accessed in the course in WVU eCampus.


JRL 452 – Applied Health Promotion

This course does not have a required textbook.


JRL 454 – Health Promotion Campaigns

textbook

Kotler, P., & Lee, N. (2011). Social marketing: Influencing behaviors for good (4th ed.). Thousand Oaks, CA: Sage Publications.

ISBN : 9781412981491


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

textbook

Marsh, C., Guth, D.W., & Short, B.P. (2012). Strategic writing: Multimedia writing for public relations, advertising, and more (3rd ed.). Boston, MA: Pearson.

ISBN : 9780205031979




AP Stylebook 2016

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

ISBN: 978-0917360633




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

textbook

Clow, K. E., & Baack, D. E. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Prentice Hall.

ISBN : 9780132538961



textbook

Lattimore, D., Baskin, O., Heiman, S. T., & Toth, E. L. (2012). Public relations: The profession and the practice (4th ed.). Boston, MA: McGraw Hill.

ISBN : 9780073512051



PR 412 IMC for Sport

textbook

Stoldt, G. C., Dittmore, S. W., & Branvold, S. E. (2006). Sport Public Relations: Managing Organizational Communication. Champaign, IL: Human Kinetics.

ISBN : 978-0736053402



textbook

Mullin, B. J., Hardy, S., & Sutton, W. A. (2007). Sport marketing (3rd ed.). Champaign, IL: Human Kinetics.

ISBN : 9780736060523



PR 431 – Entertainment Media Promotion

textbook

Sayre, S. (2010). Entertainment Promotion & Communication: The Industry and Integrated Campaigns. Dubuque, IA: Kendall Hunt Publishing Company.

ISBN : 978-0757578373



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




AP Stylebook 2016

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

ISBN: 978-0917360633




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 439 – Strategic Social Media


No textbook is required for this class.


STCM 459 – Strategic Comm Campaigns

textbook

Rothenberg, R. (1995). Where the suckers moon: The life and death of an advertising campaign. New York: Vintage Books.

ISBN: 9780679740421




textbook

Sullivan, L. (2016). Hey, Whipple, squeeze this: The classic guide to creating great ads, 5th Ed. John Wiley & Sons.

ISBN 9781118223833