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Advertising & IMC :Principles & practice. / Sandra Moriarty.

By: Moriarty, SandraContributor(s): Mitchell, Nancy | Wells, WilliamMaterial type: TextTextPublisher: Boston: Pearson, 2015Edition: 10th edDescription: 669 p. : ills. ; 29 cmISBN: 9780133506884Subject(s): AdvertisingDDC classification: 659.1 LOC classification: HF5823.W455
Contents:
Contents: Principle: Back to basics: Advertising -- Brand communication -- Brand communication and society -- Principle: Be true to thy brand-and thy consumer: How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice: Developing breakthrough ideas in the digital age: The creative side -- Promotional writing -- Visual communication -- Principle: Media in a world of change: Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle: IMC and total communication: Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
Reference 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5823.W455 (Browse shelf) 1 Available 8002/429/15
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
Reference 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5823.W4551 (Browse shelf) 2 Available 8003/430/15
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
Reference 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5823.W4552 (Browse shelf) 3 Available 8004/431/15

Includes bibliographical references,appendix and index.

Contents: Principle: Back to basics: Advertising -- Brand communication -- Brand communication and society -- Principle: Be true to thy brand-and thy consumer: How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice: Developing breakthrough ideas in the digital age: The creative side -- Promotional writing -- Visual communication -- Principle: Media in a world of change: Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle: IMC and total communication: Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.

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