Moriarty, Sandra. creator Mitchell, Nancy Wells, William text bibliography mau Boston Pearson 2015 10th ed. monographic eng

print

669 p. : ills. ; 29 cm Contents: Principle: Back to basics: Advertising -- Brand communication -- Brand communication and society -- Principle: Be true to thy brand-and thy consumer: How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice: Developing breakthrough ideas in the digital age: The creative side -- Promotional writing -- Visual communication -- Principle: Media in a world of change: Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle: IMC and total communication: Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness. Sandra Moriarty. Includes bibliographical references,appendix and index. Advertising HF5823.W455 659.1 9780133506884 2013023260 DLC 130620 20210414114454.0 17784837 eng