Normal view MARC view ISBD view

Duncan, Tom

Principles of advertising & IMC. / Principles of advertising and IMC Tom Duncan. - 2nd ed. - Boston: McGraw-Hill/Irwin, 2005. - xxvii, 774 p. : col. ill. ; 29 cm. - The McGraw-Hill/Irwin series in marketing .

Includes a CD-ROM.

Includes bibliographical references and index.

Contents: How brands are built: Using advertising and promotion to build brands -- IMC partners and industry organization -- brands and stakeholder relationship -- 2. Basic MC strategies for building brands for building brands: How brand communication works -- Consumer response -- IMC planning -- Segmenting and targeting -- data-driven communication -- 3. Creating, sending, and receiving brand messages: Creative message strategies -- Message execution -- Media characteristics -- The internet and interactivity -- Advertising and IMC media planning -- 4. The marketing communication functions: Consumer sales Promotion and packaging -- Channel marketing ; Trade promotion and Co-marketing -- Personal selling -- public relations and brand publicity -- Direct marketing; the dialogue builder -- Experiential contact; events, sponsorships, and customer service -- 5. The big picture: Social, ethical, and legal issues -- International marketing communication -- Measurement, evaluation, and effectiveness --

ISBN: 0072537744 (alk. paper) 0071111182 (international : alk. paper)

LCCN: 2003064200

Subjects--Topical Terms: --Brand name products - Marketing - Management--Advertising & IMC: Principles of advertising

LC Class. No.: HF5415.13.D84

Dewey Class. No.: 658.8/27