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Advertising & IMC : principles & practice

Author: Sandra E Moriarty; Nancy Mitchell; William Wells
Publisher: Upper Saddle River, N.J. : Prentice Hall/Pearson, ©2012.
Edition/Format:   Print book : English : 9th edView all editions and formats
Summary:

For introductory courses in Advertising. Moriarty teaches students about effective marketing.

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Document Type: Book
All Authors / Contributors: Sandra E Moriarty; Nancy Mitchell; William Wells
ISBN: 9780132163644 0132163640 9780132163736 013216373X 9780132606318 0132606313
OCLC Number: 640132964
Description: xxviii, 657 pages : illustrations (chiefly color) ; 29 cm
Contents: pt. 1. Enduring principles in times of turmoil --
The new world of marketing communication --
Integrated brand communication --
Brand communication and society --
pt. 2. Principles : be true to thy brand --
How marketing communication works --
Segmenting and targeting the audience --
Strategic research --
Strategic planning --
pt. 3. Practice : where is creative headed? --
The creative side --
Copywriting --
Visual communication --
pt. 4. Practice : where are media headed? --
Media basics --
Traditional media --
Digital media --
Media planning and buying --
pt. 5. Principles : IMC and toal communication --
Public relations --
Direct response --
Promotions --
The IMC umbrella --
Evaluation of effectiveness.
Other Titles: Advertising and IMC
Advertising & integrated marketing communication
Responsibility: Sandra Moriarty, Nancy Mitchell, William Wells.

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