Advertising & IMC: Principles and Practice, 11th edition
- Sandra Moriarty
- , Nancy Mitchell
- , Charles Wood
- , William D. Wells
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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.
Published by Pearson (September 18th 2020) - Copyright © 2019
ISBN-13: 9780136879428
Subject: Marketing
Category: Advertising & Selling
- 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
- Media Planning and Negotiation
- IMC Management
- Evaluating IMC Effectiveness
- Social Impact, Responsibility, and Ethics: Is it Right?
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