Advertising & IMC : principles & practice /

Moriarty, Sandra

Advertising & IMC : principles & practice / Advertising and IMC. Advertising & integrated marketing communication. Sandra Moriarty, Nancy Mitchell and William Wells. - Tenth edition. Global edition. Philippine edition. - Singapore : Pearson Education South Asia, c2015. - 667 pages : illustrations ; 27 cm

"This edition is manufactured in the Philippines."--Copyright page. "Low price edition"--Front cover.

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 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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HF5823 / M82 2015
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