Advertising IMC Principles and Practice 9th Edition Advertising Principles and Practice 1st Edition by Sandra Moriarty, Nancy D Mitchell, William Wells ISBN 0132163640 9780132163644

Principles and Practice 9th Edition Advertising Principles and Practice 1st Edition by Sandra Moriarty, Nancy D Mitchell, William D. Wells  – Ebook PDF Instant Download/Delivery: 0132163640, 9780132163644
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Product details: 

ISBN 10: 0132163640

ISBN 13:  9780132163644

Author:  Sandra Moriarty, Nancy D Mitchell, William D. Wells 

An accessible and well-written approach to advertising. Advertising 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 readers through an accessible, well-written approach. The ninth 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., An accessible and well-written approach to advertising. Advertising 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 readers through an accessible, well-written approach. The ninth 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.

Table of contents: 

Part I: Principles Endure In Times of Turmoil

1. The New World of Marketing Communication

2. Integrated Brand Communication

3. Brand Communication and Society

Part II: Principle: Be True to Thy Brand
4. How Brand Communication Works
5. Segmenting and Targeting the Audience
6. Strategic Research
7. Strategic Planning

Part III: Practice: Where Is Creative Headed?
8. Creative Strategy
9. Copywriting
10. Visual Communication

Part IV: Practice: Where Are Media Heading?
11. Media Basics
12. Traditional Media
13. Digital Media
14. Media Planning and Buying

Part V: Practice: IMC and Total Communication
15. Public Relations
16. Direct-Response
17. Promotions
18. The IMC Umbrella
19. Evaluation of Effectiveness

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Tags: Sandra Moriarty, Nancy D Mitchell, William Wells, Advertising IMC, Principles and Practice