Advertising & IMC : principles & practice.: principles & practice. (2018)

• Record Type: Book
• Other Titles: Advertising and IMC
• Authors: Moriarty, Sandra E (Sandra Ernst); Mitchell, Nancy, 1950-; Wood, Charles; Wells, William D
• Contents: 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?.
• Edition: Eleventh edition Global edition
• Publisher Details: Harlow : Pearson
• Publication Date: 2018
• Copyright Date: 2019
• Extent: 1 online resource
• Subjects: 659.1; Advertising; Communication in marketing
• Languages: English
• ISBNs: 9781292262147; 1292262141
• Related ISBNs: 9781292262062
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.