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

By: Moriarty, Sandra E. (Sandra Ernst).
Contributor(s): Mitchell, Nancy, 1950- | Wells, William, 1926-.
Material type: materialTypeLabelBookCall no.: COMM HF 2015 665056Publication: Boston : Pearson, c2015Edition: 10th ed., global ed.Description: 669 p. : col. ill.ISBN: 9781292017396 (paperback); 1292017392 (paperback).Other title: Advertising and IMC : principles and practice.Subject(s): Advertising | MK 624 Highly correlated
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 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.
List(s) this item appears in: New Books 2016-05 (Foreign)
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Book Book Professor Sangvian Indaravijaya Library
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General Books COMM HF 2015 665056 (See Similar Items) Available 31379015135354

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Total holds: 0

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.

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