000			01670cam a2200313 i 4500
001			17784837
003			OSt
005			20210414114454.0
008			130620s2015 maua b 001 0 eng
010			_a 2013023260
020			_a9780133506884
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5823.W455
082	0	0	_a659.1 _223
100	1		_aMoriarty, Sandra.
245	1	0	_aAdvertising & IMC :Principles & practice. / _cSandra Moriarty.
250			_a10th ed.
260			_aBoston: _bPearson, _c2015.
300			_a 669 p. : _bills. ; _c29 cm
500			_aIncludes bibliographical references,appendix and index.
505			_aContents: 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.
650		0	_aAdvertising.
700	1		_aMitchell, Nancy,
700	1		_aWells, William,
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c5606 _d13106