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

By: Contributor(s): Publication details: Upper Saddle River, NJ : Pearson Education, c2015Edition: Tenth editionDescription: xxx, 639 pages : illustrations (chiefly color) ; 29 cmISBN:
  • 9780133506884
Other title:
  • Advertising and IMC
  • Advertising & integrated marketing communication
Subject(s): DDC classification:
  • 659.1 23
LOC classification:
  • HF5823 .W455 2015
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 communications 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 a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.
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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 2015 Copy1 (Browse shelf(Opens below)) 1 Available 0023
Books URBE Library General Stacks Non-fiction HF5823 .W455 2015 Copy2 (Browse shelf(Opens below)) 2 Available 0068
Total holds: 0

Includes bibliographical references (pages 609-619) 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 communications 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 a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.

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