01164nam a22002417a 4500 OSt 20221130171511.0 140403b xxu||||| |||| 00| 0 eng d 9781323688854 1323688854 WIUC GH HF5415.123.I61 Introduction to advertising & public relations. / ADPR 151 Pearson Custom edition Boston, MA : Pearson, 2017. iii, 571 p.: ill.; Pearson Collections Includes index Contents: Brand communication -- Advertising -- What is public relations? -- The evolution of public relations -- Brand communication and society -- Ethics and professionalism -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- The creative side -- Promotional writing -- Conflict management -- Corporations -- Entertainment, sports and tourism -- Politics and government -- Nonprofit, health and education -- Media basics -- Paid media -- Owned, interactive and earned media -- Advertising 3 lcc BK 9335 16835 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2022-07-12 HF5415.123.I61 K/2900/0034/22 2022-11-30 00:00:00 BK