TY  - BOOK
AU  - Moriarty,Sandra E.
AU  - Mitchell,Nancy
AU  - Wells,William
AU  - Moriarty,Sandra E.
TI  - Advertising & IMC : : principles & practice
SN  - 9780132163644 (alk. paper)
AV  - HF5823 .W455 2012
U1  - 659.1 22
PY  - 2012///
CY  - Boston
PB  - Prentice Hall
KW  - Advertising
N1  - Rev. ed. of: Advertising : principles & practice. 8th ed; 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; M1CO Marketing: Communication and Client Relationship
N2  - 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
ER  -