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Advertising & IMC : principles & practice / Sandra Moriarty .

By: Contributor(s): Material type: TextTextPublication details: Boston : Pearson, c[2015]Edition: 10th. edDescription: 669 p. : ill. ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292017396
  • 1292017392
Subject(s): DDC classification:
  • 22 659.1 M.S.A
Contents:
BRIEF CONTENTSPART 1 Principle: Back to Basics1 Advertising 42 Brand Communication 323 Brand Communication and Society 58PART 2 Principle: Be True to Thy Brand-and Thy Consumer4 How Brand Communication Works 905 Segmenting and Targeting the Audience 1226 Strategic Research 1507 Strategic Planning 176PART 3 Practice: Developing Breakthrough Ideas in the Digital Age8 The Creative Side 2089 Promotional Writing 23810 Visual Communication 270PART 4 Principle: Media in a World of Change11 Media Basics 30412 Paid Media 33213 Owned, Interactive, and Earned Media 36814 Media Planning and Negotiation 402PART 5 Principle: IMC and Total Communication15 Public Relations 44216 Direct Response 46817 Promotions 50018 The Principles and Practice of IMC 52819 Evaluating IMC Effectiveness 558Appendix 586Glossary 591Notes 609
Summary: Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 659.1 M.S.A (Browse shelf(Opens below)) Available 00012967

Includes index.

business bookfair2016

BRIEF CONTENTSPART 1 Principle: Back to Basics1 Advertising 42 Brand Communication 323 Brand Communication and Society 58PART 2 Principle: Be True to Thy Brand-and Thy Consumer4 How Brand Communication Works 905 Segmenting and Targeting the Audience 1226 Strategic Research 1507 Strategic Planning 176PART 3 Practice: Developing Breakthrough Ideas in the Digital Age8 The Creative Side 2089 Promotional Writing 23810 Visual Communication 270PART 4 Principle: Media in a World of Change11 Media Basics 30412 Paid Media 33213 Owned, Interactive, and Earned Media 36814 Media Planning and Negotiation 402PART 5 Principle: IMC and Total Communication15 Public Relations 44216 Direct Response 46817 Promotions 50018 The Principles and Practice of IMC 52819 Evaluating IMC Effectiveness 558Appendix 586Glossary 591Notes 609

Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

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