Introduction to advertising & public relations. /
Material type: TextSeries: Publisher: Boston, MA : Pearson, 2017Edition: Pearson Custom editionDescription: iii, 571 p.: illISBN: 9781323688854Other title: ADPR 151Subject(s): AdvertisingLOC classification: HF5415.123.I61Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.I61 (Browse shelf) | Available | K/2900/0034/22 |
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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 --
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