000			02079cam a2200361 i 4500
999			_c92 _d92
001			17784837
003			URBE
005			20180212093047.0
006			a||||gr|||| 001 0
007			ta
008			130620s2015 njua b 001 0 eng
010			_a 2013023260
020			_a9780133506884
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5823 _b.W455 2015
082	0	0	_a659.1 _223
100	1		_aMoriarty, Sandra E. _q(Sandra Ernst)
245	1	0	_aAdvertising & IMC : _bprinciples & practice / _cSandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lincoln, William Wells, University of Minnesota.
246	3		_aAdvertising and IMC
246	3		_aAdvertising & integrated marketing communication
250			_aTenth edition.
260			_aUpper Saddle River, NJ : _bPearson Education, _cc2015
300			_axxx, 639 pages : _billustrations (chiefly color) ; _c29 cm
504			_aIncludes bibliographical references (pages 609-619) and index.
505	0		_aPart 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.
650		0	_aAdvertising.
700	1		_aMitchell, Nancy, _d1950-
700	1		_aWells, William, _d1926-
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK