Moriarty, Sandra E. <br/><br/>
Advertising & IMC :  principles & practice / 
 Advertising and IMC 
Sandra Moriarty, University of Colorado Boulder, Nancy Mitchell, University of Nebraska-Lincoln, Charles Wood, University of Tulsa, William Wells, University of Minnesota. 
 - 11e 
 - xxx, 634 pages ;  29 cm 
<br/><br/> Revised edition of Advertising & IMC, [2015] 
<br/><br/>Includes bibliographical references (pages 595-608) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781292262062 0134480430 
<br/><br/><label>ISSN: </label>9781292262062 
<br/><br/><label>LCCN: </label>2017044442 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5823  / .W455 2019 
<br/><br/><label>Dewey Class. No.: </label>659.1 MOR 2019