Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.
By: Moriarty, Sandra E. (Sandra Ernst)
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Contributor(s): Mitchell, Nancy | Wells, William.
Material type: 
BookCall 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| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds | Reading lists |
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Book
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Professor Sangvian Indaravijaya Library General Stacks | General Books | COMM HF 2015 665056 (See Similar Items) | Available | 31379015135354 |
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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