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Advertising & IMC : principles & practice / Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lincoln, William Wells, University of Minnesota.

By: Moriarty, Sandra E. (Sandra Ernst).
Contributor(s): Mitchell, Nancy, 1950- | Wells, William, 1926-.
Publisher: Upper Saddle River, NJ : Pearson Education, c2015Edition: Tenth edition.Description: xxx, 639 pages : illustrations (chiefly color) ; 29 cm.ISBN: 9780133506884.Other title: Advertising and IMC | Advertising & integrated marketing communication.Subject(s): AdvertisingDDC classification: 659.1
Contents:
Part 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand - and thy consumer -- How brand communications works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: Developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: Media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.
List(s) this item appears in: New June
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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Books Books General Stacks Non-fiction HF5823 .W455 2015 Copy1 (Browse shelf) 1 Available 0023
Books Books General Stacks Non-fiction HF5823 .W455 2015 Copy2 (Browse shelf) 2 Available 0068
Total holds: 0

Includes bibliographical references (pages 609-619) and index.

Part 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand - and thy consumer -- How brand communications works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: Developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: Media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.

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