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

Includes bibliographical references 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 communication 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 the world of change — Media basics — Paid media — Owned, interactive, and earned media — Media planning and negotiation — Part 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.