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Advertising and imc /

Moriarty, Sandra

Advertising and imc / principles and practice : Sandra Moriarty, Nancy D.Mitchell, William D. Wells - 10th ed. - Noida Pearson 2018 - 669p PB.

Table of Content
"PART 1 Principle: Back to Basics

1 Advertising
2 Brand Communication
3 Brand Communication and Society

PART 2 Principle: Be True to Thy Brand-and Thy Consumer

4 How Brand Communication Works
5 Segmenting and Targeting the Audience
6 Strategic Research
7 Strategic Planning

PART 3 Practice: Developing Breakthrough Ideas in the Digital Age

8 The Creative Side
9 Promotional Writing
10 Visual Communication

PART 4 Principle: Media in a World of Change

11 Media Basics
12 Paid Media
13 Owned, Interactive, and Earned Media
14 Media Planning and Negotiation

PART 5 Principle: IMC and Total Communication

15 Public Relations
16 Direct Response
17 Promotions
18 The Principles and Practice of IMC
19 Evaluating IMC Effectiveness
Appendix
Glossary
Notes "

ISBN: 9789332574144 839.00

Subjects--Topical Terms:
ADVERTISING

Dewey Class. No.: R 659.1 MOR(ADV)Ed10