000 02239nam a22003857a 4500
003 OSt
005 20230310062542.0
008 210907b ||||| |||| 00| 0 eng d
020 _a9789814628457
040 _cCvSU Main Campus Library
_erda
041 _aeng
050 _aHF5823
_bM82 2015
100 _95834
_aMoriarty, Sandra
_eauthor
245 _aAdvertising & IMC :
_bprinciples & practice /
_cSandra Moriarty, Nancy Mitchell and William Wells.
246 _aAdvertising and IMC.
246 _aAdvertising & integrated marketing communication.
250 _aTenth edition.
250 _aGlobal edition.
250 _aPhilippine edition.
260 _aSingapore :
_bPearson Education South Asia,
_cc2015.
300 _a667 pages :
_billustrations ;
_c27 cm
336 _2rdacontent
_atext
337 _2rdamedia
_aunmediated
338 _2rdacarrier
_avolume
500 _a"This edition is manufactured in the Philippines."--Copyright page.
500 _a"Low price edition"--Front cover.
504 _aIncludes bibliographical references and index.
505 _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 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.
541 _aFund 164
_bC & E Publishing, Inc.
_cPurchased
_d06/24/2019
_e77276
_fNEJ
_hPHP 898.00
_ncopy 1
_p2019-06-482
_q2019-1-0390
541 _aFund 164
_bC & E Publishing, Inc.
_cPurchased
_d06/24/2019
_e77277
_fNEJ
_hPHP 898.00
_ncopy 2
_p2019-06-482
_q2019-1-0390
650 0 _aAdvertising
_92528
700 _910906
_aMitchell, Nancy
_eauthor
700 _95832
_aWells, William
_eauthor
942 _2lcc
_cBK
999 _c34458
_d34458