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Advertising & IMC: Principles and Practice, 11th edition

Published by Pearson (September 18, 2020) © 2019

  • Sandra Moriarty University of Colorado - Boulder
  • Nancy Mitchell North Carolina State University
  • Charles Wood University of Tulsa
  • William D. Wells University of Minnesota
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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.

  1. Strategic Brand Communication
  2. Advertising
  3. Public Relations
  4. Action and Interaction: Direct Response and Promotions
  5. How Brand Communication Works
  6. Strategic Research
  7. Segmenting and Targeting the Audience
  8. Strategic Planning
  9. Creative Side
  10. Promotional Writing
  11. Direct Response
  12. Media Basics
  13. Paid Media
  14. Owned, Interactive, and Earned Media
  15. Media Planning and Negotiation
  16. IMC Management
  17. Evaluating IMC Effectiveness
  18. Social Impact, Responsibility, and Ethics: Is it Right?

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