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

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Tamil Nadu, India : Pearson India Education Services, 2016.Edition: Tenth edition ;; Indian edition.Description: 669 pages : illustrations (black and white) ; 28 cm.ISBN:
  • 9789332574144
Other title:
  • Advertising and IMC
  • Advertising and integrated marketing communication
Subject(s): LOC classification:
  • HF5823 .W455 2015
Contents:
pt 1. Principle : back to basics — Advertising — Brand communication — Brand communication and society — pt 2. Principle : be true to thy brand and thy consumer — How brand communication works — Segmenting and targeting the audience — Strategic research — Strategic planning — pt 3. Practice : developing breakthrough ideas in the digital age — The creative side -- Promotional writing — Visual communication — pt 4. Principle : media in the world of change — Media basics — Paid media — Owned, interactive, and earned media — Media planning and negotiation — pt 5. Principle : IMC and total communication — Direct response — Promotions — The principles and practice of IMC — Evaluating IMC effectiveness.
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.
Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book TBS Barcelona Core Textbooks HF5823 MOR (Browse shelf(Opens below)) 1 Available B02816

Includes bibliographical references and index.

pt 1. Principle : back to basics — Advertising — Brand communication — Brand communication and society — pt 2. Principle : be true to thy brand and thy consumer — How brand communication works — Segmenting and targeting the audience — Strategic research — Strategic planning — pt 3. Practice : developing breakthrough ideas in the digital age — The creative side -- Promotional writing — Visual communication — pt 4. Principle : media in the world of change — Media basics — Paid media — Owned, interactive, and earned media — Media planning and negotiation — pt 5. Principle : IMC and total communication — Direct response — Promotions — The principles and practice of IMC — Evaluating IMC effectiveness.

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.

M1CO Marketing: Communication and Client Relationship

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