Moriarty, Sandra E. <br/><br/>
Advertising & IMC   : principles & practice 
/ Sandra Moriarty, Nancy Mitchell, William Wells. 
 - 9th ed. 
 - Boston :  Prentice Hall,  c2012. 
 - xxviii, 657 p. :  ill. (chiefly col.) ;  29 cm. 
<br/><br/> Rev. ed. of: Advertising : principles & practice. 8th ed. 
<br/><br/>Includes bibliographical references  (p. 631-640) and index. 
<br/><br/>Strategic Brand Communication  —  <br/>Advertising  —  <br/>Public Relations  —  <br/>Action and Interaction: Direct Response and Promotions  —  <br/>How Brand Communication Works  —  <br/>Strategic Research  —  <br/>Segmenting and Targeting the Audience  —  <br/>Strategic Planning  —  <br/>Creative Side  —  <br/>Promotional Writing  —  <br/>Direct Response  —  <br/>Media Basics  —  <br/>Paid Media  —  <br/>Owned, Interactive, and Earned Media. 
<br/><br/> 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.<br/><br/>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. 
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<br/><br/><label>ISBN: </label>9780132163644 (alk. paper) 
<br/><br/><label>LCCN: </label>2010023721 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5823  / .W455 2012 
<br/><br/><label>Dewey Class. No.: </label>659.1