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

By: Contributor(s): Publication details: New York, NY : Pearson , 2019Edition: 11eDescription: xxx, 634 pages : illustrations (some color) ; 29 cmISBN:
  • 9780134480435
  • 0134480430
Other title:
  • Advertising and IMC
Subject(s): DDC classification:
  • 659.1 23
LOC classification:
  • HF5823 .W455 2019
Contents:
Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index.
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Holdings
Item type Current library Collection Call number Copy number Status Barcode
Books URBE Library General Stacks Non-fiction HF5823 .W455 2019 C.2 (Browse shelf(Opens below)) 2 Available 0855
Books URBE Library General Stacks Non-fiction HF5823 .W455 2019 C.1 (Browse shelf(Opens below)) 1 Available 0760
Total holds: 0

Revised edition of Advertising & IMC, [2015]

Includes bibliographical references (pages 595-608) and index.

Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index.

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