text xxu Boston, MA Pearson 2017 Pearson Custom edition monographic eng

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iii, 571 p.: ill.; 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 -- Includes index Advertising HF5415.123.I61 9781323688854 140403 20221130171511.0