TY  - BOOK
AU  - Moriarty,Sandra E.
AU  - Mitchell,Nancy
AU  - Wells,William
TI  - Advertising & IMC: principles & practice 
SN  - 9780133506884
AV  - HF5823 .W455 2015
U1  - 659.1 23
PY  - 2015///
CY  - Upper Saddle River, NJ
PB  - Pearson Education
KW  - Advertising
N1  - 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.
ER  -