TY  - BOOK
AU  - Moriarty, Sandra E.
AU  - Mitchell, Nancy
AU  - Wells, William
TI  - Advertising & IMC : : principles & practice 
SN  - 9789332574144
AV  - HF5823 .W455 2015
PY  - 2016///
CY  - Tamil Nadu, India
PB  - Pearson India Education Services
KW  - Advertising
N1  - 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; M1CO Marketing: Communication and Client Relationship
N2  - 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
ER  -