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Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Boston : Prentice Hall, c2012.Edition: 9th ed.Description: xxviii, 657 p. : ill. (chiefly col.) ; 29 cm.ISBN:
  • 9780132163644 (alk. paper)
Subject(s): DDC classification:
  • 659.1 22
LOC classification:
  • HF5823 .W455 2012
Contents:
Strategic Brand Communication — Advertising — Public Relations — Action and Interaction: Direct Response and Promotions — How Brand Communication Works — Strategic Research — Segmenting and Targeting the Audience — Strategic Planning — Creative Side — Promotional Writing — Direct Response — Media Basics — Paid Media — Owned, Interactive, and Earned Media.
Courses that have reserved this title:
  • M1CO Marketing: Communication and Client Relationship
Summary: Advertising & IMC: Principles and Practice presents the strategic use of communications to engage various types of consumers. The text covers advertising, PR, direct marketing, promotion, and more. It uses examples of award-winning brand campaigns, expert contributions, and enduring principles to show you how to execute integrated marketing communications. And with a new author, the 11th Edition features a significant reorganization and revision of the material. You’ll see different marketing communications in action and how they all work together to better connect with customers.
Holdings
Item type Current library Call number Status Date due Barcode
Recommended bibliography book Recommended bibliography book TBS Barcelona SOON AVAILABLE (Browse shelf(Opens below)) Available

Includes bibliographical references (p. 631-640) and index.

Strategic Brand Communication —
Advertising —
Public Relations —
Action and Interaction: Direct Response and Promotions —
How Brand Communication Works —
Strategic Research —
Segmenting and Targeting the Audience —
Strategic Planning —
Creative Side —
Promotional Writing —
Direct Response —
Media Basics —
Paid Media —
Owned, Interactive, and Earned Media.

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage various types of consumers. The text covers advertising, PR, direct marketing, promotion, and more. It uses examples of award-winning brand campaigns, expert contributions, and enduring principles to show you how to execute integrated marketing communications.

And with a new author, the 11th Edition features a significant reorganization and revision of the material. You’ll see different marketing communications in action and how they all work together to better connect with customers.

M1CO Marketing: Communication and Client Relationship

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