TY  - BOOK
AU  - Moriarty,Sandra E.
AU  - Mitchell,Nancy
AU  - Wells,William
TI  - Advertising & IMC: principles & practice 
SN  - 9781292017396
U1  - 659.1 23
PY  - 2015///
CY  - Boston
PB  - Pearson
KW  - Advertising
N1  - 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
ER  -