Advertising & IMC : principles & practice / Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lincoln, William Wells, University of Minnesota.

By: Moriarty, Sandra E. (Sandra Ernst)Contributor(s): Mitchell, Nancy, 1950- | Wells, William, 1926-Material type: TextTextLanguage: English Publication details: Boston : Pearson, 2015Edition: 10th ed, global edDescription: 669 p. : ill. col. ; 28 cmContent type: 36 ISBN: 9781292017396; 1292017392Other title: Advertising & integrated marketing communication | Advertising and integrated marketing communicationSubject(s): AdvertisingDDC classification: 659.1
Contents:
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 communication 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 the world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Direct response -- Promotions -- The principles and .practice of IMC -- Evaluating IMC effectiveness
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Includes bibliographical references 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 communication 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 the world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Direct response -- Promotions -- The principles and
.practice of IMC -- Evaluating IMC effectiveness

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