Introduction to advertising & public relations. /
ADPR 151
- Pearson Custom edition
- Boston, MA : Pearson, 2017.
- iii, 571 p.: ill.;
- .
Includes index
Contents: Brand communication -- Advertising -- What is public relations? -- The evolution of public relations -- Brand communication and society -- Ethics and professionalism -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- The creative side -- Promotional writing -- Conflict management -- Corporations -- Entertainment, sports and tourism -- Politics and government -- Nonprofit, health and education -- Media basics -- Paid media -- Owned, interactive and earned media --
9781323688854
Advertising
HF5415.123.I61
Includes index
Contents: Brand communication -- Advertising -- What is public relations? -- The evolution of public relations -- Brand communication and society -- Ethics and professionalism -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- The creative side -- Promotional writing -- Conflict management -- Corporations -- Entertainment, sports and tourism -- Politics and government -- Nonprofit, health and education -- Media basics -- Paid media -- Owned, interactive and earned media --
9781323688854
Advertising
HF5415.123.I61