TY  - BOOK
AU  - Moriarty, Sandra
AU  - Mitchell, Nancy
AU  - Wells, William
TI  - Advertising & IMC : : principles & practice 
SN  - 9789814628457
AV  - HF5823 M82 2015
PY  - 2015///
CY  - Singapore
PB  - Pearson Education South Asia
KW  - Advertising
N1  - "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
ER  -