Moriarty, Sandra E. <br/><br/>
Advertising & IMC :  principles & practice. 
 Advertising and IMC 

 - Eleventh edition /  Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells. Global edition. 
 - 664 pages :  illustrations (black and white, and colour) ;  28 cm 
<br/><br/> Includes Internet access.  Includes ebook access.  Previous edition: 2015. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>1. Strategic Brand Communication 2. Advertising 3. Public Relations 4. Action and Interaction: Direct Response and Promotions 5. How Brand Communication Works 6. Strategic Research 7. Segmenting and Targeting the Audience 8. Strategic Planning 9. Creative Side 10. Promotional Writing 11. Direct Response 12. Media Basics 13. Paid Media 14. Owned, Interactive, and Earned Media 15. Media Planning and Negotiation 16. IMC Management 17. Evaluating IMC Effectiveness 18. Social Impact, Responsibility, and Ethics: Is it Right? 
<br/><br/><label>ISBN: </label>9781292262062 1292262060 
<br/><br/><label>Nat. Bib. No.: </label>GBB9E8199  bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>019388809  Uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF  /  5823 A38 2019