Moriarty, Sandra E.

Advertising & IMC : principles & practice / Advertising and IMC Advertising & integrated marketing communication Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lincoln, William Wells, University of Minnesota. - Tenth edition. - Upper Saddle River, NJ : Pearson Education, c2015 - xxx, 639 pages : illustrations (chiefly color) ; 29 cm

Includes bibliographical references (pages 609-619) and index.

Part 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand - and thy consumer -- How brand communications works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: Developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: Media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.

9780133506884

2013023260


Advertising.

HF5823 / .W455 2015

659.1

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