Moriarty, Sandra E. <br/><br/>
Advertising & IMC :  principles & practice / 
 Advertising & integrated marketing communication  Advertising and integrated marketing communication 
Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lincoln, William Wells, University of Minnesota. 
 - 10th ed, global ed. 
 - Boston :  Pearson,  2015. 
 - 669 p. :  ill. col. ;  28 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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 <br/> .practice of IMC -- Evaluating IMC effectiveness 
<br/><br/><label>ISBN: </label>9781292017396 1292017392 
<br/><br/><label>LCCN: </label>2013023260 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>659.1  / MSA