TY  - BOOK
AU  - Moriarty, Sandra
AU  - Mitchell, Nancy D.
TI  - Advertising and imc: principles and practice 
SN  - 9789332574144
U1  - R 659.1 MOR(ADV)Ed10 
PY  - 2018///
CY  - Noida
PB  - Pearson
KW  - ADVERTISING
N1  - 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 "
ER  -