Advertising & IMC Principles and Practice
by Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.Edition: 9th
Format: Hardcover
Pub. Date: 2011-02-07
Publisher(s): Pearson
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Summary
APPROACH:An accessible and well-written approach to advertising. #xA0; Advertisingtracks the changes in today#x19;s dynamic world of media and marketing communication#x13;as well as the implications of these changes to traditional practice#x13;and presents them to readers through an accessible, well-written approach. #xA0; The ninth edition highlights the increasing importance of consumers as the driving force in today#x19;s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Table of Contents
Part I: Principles Endure In Times of Turmoil
Chapter 1. The New World of Marketing Communication
Chapter 2. Integrated Brand Communication
Chapter 3. Brand Communication and Society
Part II: Principle: Be True to Thy Brand
Chapter 4. How Brand Communication Works
Chapter 5. Segmenting and Targeting the Audience
Chapter 6. Strategic Research
Chapter 7. Strategic Planning
Part III: Practice: Where is Creative Headed?
Chapter 8. Creative Strategy
Chapter 9. Copywriting
Chapter 10. Visual Communication
Part IV: Practice: Where Are Media Heading?
Chapter 11. Media Basics
Chapter 12. Traditional Media
Chapter 13. Digital Media
Chapter 14. Media Planning and Buying
Part V: Practice: IMC and Total Communication
Chapter 15. Public Relations
Chapter 16. Direct-Response
Chapter 17. Promotions
Chapter 18. The IMC Umbrella
Chapter 19. Evaluation of Effectiveness
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