Moriarty, Sandra. <br/><br/>
Advertising & IMC :Principles & practice. / 
Sandra Moriarty. 
 - 10th ed. 
 - Boston:  Pearson,  2015. 
 - 669 p. :  ills. ;  29 cm 
<br/><br/> Includes bibliographical references,appendix and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780133506884 
<br/><br/><label>LCCN: </label>2013023260 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5823.W455  
<br/><br/><label>Dewey Class. No.: </label>659.1