Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.

By:

Moriarty, Sandra E. (Sandra Ernst)

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Boston : Prentice Hall, c2012.Edition: 9th ed.Description: xxviii, 657 p. : ill. (chiefly col.) ; 29 cm.ISBN:

9780132163644 (alk. paper)

Subject(s):

DDC classification:

659.1 22

LOC classification:

HF5823 .W455 2012

Contents:

Strategic Brand Communication — Advertising — Public Relations — Action and Interaction: Direct Response and Promotions — How Brand Communication Works — Strategic Research — Segmenting and Targeting the Audience — Strategic Planning — Creative Side — Promotional Writing — Direct Response — Media Basics — Paid Media — Owned, Interactive, and Earned Media.

Summary: 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. And with a new author, the 11th Edition features a significant reorganization and revision of the material. You’ll see different marketing communications in action and how they all work together to better connect with customers.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	SOON AVAILABLE (Browse shelf(Opens below))	Available

Includes bibliographical references (p. 631-640) and index.

Strategic Brand Communication —
Advertising —
Public Relations —
Action and Interaction: Direct Response and Promotions —
How Brand Communication Works —
Strategic Research —
Segmenting and Targeting the Audience —
Strategic Planning —
Creative Side —
Promotional Writing —
Direct Response —
Media Basics —
Paid Media —
Owned, Interactive, and Earned Media.

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.

And with a new author, the 11th Edition features a significant reorganization and revision of the material. You’ll see different marketing communications in action and how they all work together to better connect with customers.