Moriarty, Sandra <br/><br/>
Advertising and imc /  principles and practice : 
Sandra Moriarty, Nancy D.Mitchell, William D. Wells 
 - 10th ed. 
 - Noida  Pearson  2018 
 - 669p  PB. 
<br/><br/> Table of Content<br/>"PART 1 Principle: Back to Basics<br/><br/>1 Advertising<br/>2 Brand Communication<br/>3 Brand Communication and Society<br/><br/>PART 2 Principle: Be True to Thy Brand-and Thy Consumer<br/><br/>4 How Brand Communication Works<br/>5 Segmenting and Targeting the Audience<br/>6 Strategic Research<br/>7 Strategic Planning<br/><br/>PART 3 Practice: Developing Breakthrough Ideas in the Digital Age<br/><br/>8 The Creative Side<br/>9 Promotional Writing<br/>10 Visual Communication<br/><br/>PART 4 Principle: Media in a World of Change<br/><br/>11 Media Basics<br/>12 Paid Media<br/>13 Owned, Interactive, and Earned Media<br/>14 Media Planning and Negotiation<br/><br/>PART 5 Principle: IMC and Total Communication<br/><br/>15 Public Relations<br/>16 Direct Response<br/>17 Promotions<br/>18 The Principles and Practice of IMC<br/>19 Evaluating IMC Effectiveness<br/>Appendix<br/>Glossary<br/>Notes " 
<br/><br/><label>ISBN: </label>9789332574144  839.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>ADVERTISING
<br/><br/><label>Dewey Class. No.: </label>R 659.1 MOR(ADV)Ed10