Advertising & IMC : principles & practice
Moriarty, Sandra E.
Advertising & IMC : principles & practice Advertising and IMC Advertising and integrated marketing communication / Sandra Moriarty, Nancy Mitchell, William Wells. - Tenth edition ; Indian edition. - Tamil Nadu, India : Pearson India Education Services, 2016. - 669 pages : illustrations (black and white) ; 28 cm.
Includes bibliographical references and index.
pt 1. Principle : back to basics — Advertising — Brand communication — Brand communication and society — pt 2. Principle : be true to thy brand and thy consumer — How brand communication works — Segmenting and targeting the audience — Strategic research — Strategic planning — pt 3. Practice : developing breakthrough ideas in the digital age — The creative side -- Promotional writing — Visual communication — pt 4. Principle : media in the world of change — Media basics — Paid media — Owned, interactive, and earned media — Media planning and negotiation — pt 5. Principle : IMC and total communication — Direct response — Promotions — The principles and practice of IMC — Evaluating IMC effectiveness.
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage various types of consumers. The text covers advertising, PR, direct marketing, promotion, and more. It uses examples of award-winning brand campaigns, expert contributions, and enduring principles to show you how to execute integrated marketing communications.
9789332574144
Advertising
Bibliography M1 - CO Marketing: Communication and Client Relationship
HF5823 / .W455 2015
Advertising & IMC : principles & practice Advertising and IMC Advertising and integrated marketing communication / Sandra Moriarty, Nancy Mitchell, William Wells. - Tenth edition ; Indian edition. - Tamil Nadu, India : Pearson India Education Services, 2016. - 669 pages : illustrations (black and white) ; 28 cm.
Includes bibliographical references and index.
pt 1. Principle : back to basics — Advertising — Brand communication — Brand communication and society — pt 2. Principle : be true to thy brand and thy consumer — How brand communication works — Segmenting and targeting the audience — Strategic research — Strategic planning — pt 3. Practice : developing breakthrough ideas in the digital age — The creative side -- Promotional writing — Visual communication — pt 4. Principle : media in the world of change — Media basics — Paid media — Owned, interactive, and earned media — Media planning and negotiation — pt 5. Principle : IMC and total communication — Direct response — Promotions — The principles and practice of IMC — Evaluating IMC effectiveness.
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage various types of consumers. The text covers advertising, PR, direct marketing, promotion, and more. It uses examples of award-winning brand campaigns, expert contributions, and enduring principles to show you how to execute integrated marketing communications.
9789332574144
Advertising
Bibliography M1 - CO Marketing: Communication and Client Relationship
HF5823 / .W455 2015
