000			02119cam a22003254a 4500
001			16270161
005			20240730094134.0
008			100607s2012 maua b 001 0 eng
010			_a 2010023721
020			_a9780132163644 (alk. paper)
040			_aDLC _cDLC _dDLC
041			_aEnglish
050	0	0	_aHF5823 _b.W455 2012
082	0	0	_a659.1 _222
100	1		_aMoriarty, Sandra E. _q(Sandra Ernst)
245	1	0	_aAdvertising & IMC _b: principles & practice _c/ Sandra Moriarty, Nancy Mitchell, William Wells.
250			_a9th ed.
260			_aBoston : _bPrentice Hall, _cc2012.
300			_axxviii, 657 p. : _bill. (chiefly col.) ; _c29 cm.
500			_aRev. ed. of: Advertising : principles & practice. 8th ed.
504			_aIncludes bibliographical references (p. 631-640) and index.
505			_aStrategic 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.
520			_aAdvertising & 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.
526			_aM1CO Marketing: Communication and Client Relationship
650		0	_aAdvertising.
700	1		_aMitchell, Nancy, _d1950-
700	1		_aWells, William, _d1926-
700	1		_aMoriarty, Sandra E. _q(Sandra Ernst) _tAdvertising.
942			_2lcc
999			_c3670 _d3670