000			02188nam a22003137a 4500
999			_c10161 _d10161
005			20180725111308.0
008			160201s2015 maua|||| |||| 001 0 eng d
020			_a9781292017396
020			_a1292017392
040			_dFUE
082	0	4	_222 _a659.1 _bM.S.A
100	1		_aMoriarty, Sandra E. _q(Sandra Ernst)
245	1	0	_aAdvertising & IMC : _bprinciples & practice / _cSandra Moriarty .
250			_a10th. ed.
260			_aBoston : _bPearson, _cc[2015]
300			_a669 p. : _bill. ; _c28 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
500			_aIncludes index.
500			_abusiness bookfair2016
505		8	_aBRIEF 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
520			_aAdvertising 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.
650		0	_aAdvertising.
650		0	_aCommunication in marketing.
700	1		_aMitchell, Nancy, _d1950- _eauthor
700	1		_aWells, William, _d1926- _eauthor.
942			_2ddc _cBK