Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell and William Wells.

By: Moriarty, Sandra [author]Contributor(s): Mitchell, Nancy [author] | Wells, William [author]Material type: TextTextLanguage: English Publication details: Singapore : Pearson Education South Asia, c2015Edition: Tenth edition; Global edition; Philippine editionDescription: 667 pages : illustrations ; 27 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9789814628457Other title: Advertising and IMC | Advertising & integrated marketing communicationSubject(s): AdvertisingLOC classification: HF5823 | M82 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 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.
List(s) this item appears in: New Print Books 2021 (as of Sept.)
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Holdings
Item type Current library Collection Call number Materials specified Copy number Status Notes Date due Barcode
Books Books Ladislao N. Diwa Memorial Library
Filipiniana Section
Non-fiction F RUS HF5823 M82 2015 (Browse shelf (Opens below)) c1 Room use only 77276 00078361
Books Books Ladislao N. Diwa Memorial Library
Filipiniana Section
Non-fiction FIL HF5823 M82 2015 (Browse shelf (Opens below)) c2 Available 77277 00078362

"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.

Fund 164 C & E Publishing, Inc. Purchased 06/24/2019 77276 NEJ PHP 898.00 copy 1 2019-06-482 2019-1-0390

Fund 164 C & E Publishing, Inc. Purchased 06/24/2019 77277 NEJ PHP 898.00 copy 2 2019-06-482 2019-1-0390

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