TY  - BOOK
AU  - Moriarty,Sandra
AU  - Mitchell,Nancy
AU  - Wells,William
TI  - Advertising & IMC :Principles & practice.
SN  - 9780133506884
AV  - HF5823.W455  
U1  - 659.1 23
PY  - 2015///
CY  - Boston
PB  - Pearson
KW  - Advertising
N1  - 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
ER  -