Advertising & IMC : principles & practice.

By:

Moriarty, Sandra E. (Sandra Ernst) [author.]

Contributor(s):

Material type: Text

TextPublisher: Harlow : Pearson, [2019]Publisher: ©2019Edition: Eleventh edition / Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells; Global editionDescription: 664 pages : illustrations (black and white, and colour) ; 28 cmContent type:

text
still image

Media type:

unmediated

Carrier type:

volume

ISBN:

9781292262062
1292262060

Other title:

Advertising and IMC

Subject(s):

LOC classification:

HF 5823 A38 2019

Contents:

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?

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Holdings
Item type	Current library	Collection	Shelving location	Call number	Status	Date due	Barcode
Book	TUP Manila Library	NFIC	General Circulation Section-GF	HF 5823 A38 2019 (Browse shelf(Opens below))	Available		P00033789

Includes Internet access.

Includes ebook access.

Previous edition: 2015.

Includes bibliographical references and index.

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