000			02096nam a2200469 i 4500
001			021430938
003			OSt
005			20240731151224.0
008			181112t20192019enka b 001|0|eng|d
015			_aGBB9E8199 _2bnb
016	7		_a019388809 _2Uk
020			_a9781292262062 _qpaperback
020			_a1292262060 _qpaperback
035			_a(Uk)019388809
040			_aStDuBDS _beng _erda _cTUPM _dUk _dUkOxU
042			_aukblcatcopy
050		0	_aHF _b 5823 A38 2019
100	1		_aMoriarty, Sandra E. _q(Sandra Ernst), _eauthor.
245	0	0	_aAdvertising & IMC : _bprinciples & practice.
246	0		_aAdvertising and IMC
250			_aEleventh edition / _bSandra Moriarty, Nancy Mitchell, Charles Wood, William Wells.
250			_aGlobal edition.
264		1	_aHarlow : _bPearson, _c[2019]
264		1	_c©2019
300			_a664 pages : _billustrations (black and white, and colour) ; _c28 cm
336			_atext _2rdacontent
336			_astill image _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aIncludes Internet access.
500			_aIncludes ebook access.
500			_aPrevious edition: 2015.
504			_aIncludes bibliographical references and index.
505	0		_a1. 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?
650	1	0	_aAdvertising.
650	1	0	_aCommunication in marketing.
700	1		_aMitchell, Nancy, _d1950- _eauthor.
700	1		_aWood, Charles _q(Charles M.), _eauthor.
700	1		_aWells, William D., _eauthor.
942			_2lcc _cBK
999			_c3451 _d3451