Advertising & IMC : principles & practice / Sandra Moriarty, University of Colorado Boulder, Nancy Mitchell, University of Nebraska-Lincoln, Charles Wood, University of Tulsa, William Wells, University of Minnesota.

Revised edition of Advertising & IMC, [2015]

Includes bibliographical references (pages 595-608) and index.

Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index.