000			01434nam a22002177a 4500
999			_c5310 _d5310
005			20210119170243.0
008			210119b xxu||||| |||| 00| 0 eng d
020			_a9789332574144 _c839.00
040			_aS.X.U.K
041			_aEnglish
082			_aR 659.1 MOR(ADV)Ed10
100			_aMoriarty, Sandra
245			_aAdvertising and imc / _bprinciples and practice : _cSandra Moriarty, Nancy D.Mitchell, William D. Wells
250			_a10th ed.
260			_aNoida _bPearson _c2018
300			_a669p _bPB.
500			_aTable 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 "
650			_aADVERTISING
700			_4auth. _aMitchell, Nancy D. _aWells, William D.
942			_cREF