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Advertising & IMC: Principles and Practice, Global Edition

Sandra Moriarty, Nancy Mitchell, William D. Wells, Charles Wood

Information

  • Publisher
  • ISBN
  • ePub ISBN
  • Pearson UK
  • 9781292262147
  • 9781292262062
  • Published at
  • Pressing
  • 2018
  • 11

About this book

1. Strategic Brand Communication 2. Advertising 3. Public Relations 4. Action and Interaction: Direct Response and Promotions 5. How Brand Communication Works 6. Strategic Research 7. Segmenting and Targeting the Audience 8. Strategic Planning 9. Creative Side 10. Promotional Writing 11. Direct Response 12. Media Basics 13. Paid Media 14. Owned, Interactive, and Earned Media 15. Media Planning and Negotiation 16. IMC Management 17. Evaluating IMC Effectiveness 18. Social Impact, Responsibility, and Ethics: Is it Right?

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