Advertising and imc / principles and practice : Sandra Moriarty, Nancy D.Mitchell, William D. Wells

By:

Moriarty, Sandra

Contributor(s):

Mitchell, Nancy D. Wells, William D [auth.]

Material type: Text

TextLanguage: English Publication details: Noida Pearson 2018Edition: 10th edDescription: 669p PBISBN:

9789332574144

Subject(s):

ADVERTISING

DDC classification:

R 659.1 MOR(ADV)Ed10

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Holdings
Item type	Current library	Collection	Call number	Vol info	Copy number	Status	Barcode
Mass Communication Reference	St. Xavier's University, Kolkata Reference Section	Reference	R 659.1 MOR(ADV)Ed10 (Browse shelf(Opens below))	S.X.U.K	1216	Not For Loan	UC310

Total holds: 0

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 "

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