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.