000			02176cam a2200397 i 4500
001			20097538
003			OSt
005			20250904204133.0
008			171026s2019 nyu b 001 0 eng
010			_a 2017044442
020			_a9781292262062
020			_a0134480430
022			_a9781292262062
035			_a20097538
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5823 _b.W455 2019
082	0	0	_a659.1 MOR 2019 _223
100	1		_aMoriarty, Sandra E. _q(Sandra Ernst) _eauthor.
245	1	0	_aAdvertising & IMC : _bprinciples & practice / _cSandra Moriarty, University of Colorado Boulder, Nancy Mitchell, University of Nebraska-Lincoln, Charles Wood, University of Tulsa, William Wells, University of Minnesota.
246	3		_aAdvertising and IMC
250			_a11e
264		1	_aNew York, NY : _bPearson, _c[2019]
300			_axxx, 634 pages ; _c29 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of Advertising & IMC, [2015]
504			_aIncludes bibliographical references (pages 595-608) and index.
505	0		_aPrinciple: 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.
650		0	_aAdvertising.
700	1		_aMitchell, Nancy, _d1950- _eauthor.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _n0
999			_c627 _d627