Advertising & IMC: Principles and Practice, Global Edition
Pearson Education Limited (Verlag)
978-1-292-01739-6 (ISBN)
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An accessible, well-written, and student-friendly approach to advertising.
Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
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BRIEF CONTENTS
PART 1 Principle: Back to Basics
1 Advertising 4 2 Brand Communication 32
3 Brand Communication and Society 58
PART 2 Principle: Be True to Thy Brand–and Thy Consumer
4 How Brand Communication Works 90
5 Segmenting and Targeting the Audience 122
6 Strategic Research 150
7 Strategic Planning 176
PART 3 Practice: Developing Breakthrough Ideas in the Digital Age
8 The Creative Side 208
9 Promotional Writing 238
10 Visual Communication 270
PART 4 Principle: Media in a World of Change
11 Media Basics 304
12 Paid Media 332
13 Owned, Interactive, and Earned Media 368
14 Media Planning and Negotiation 402
PART 5 Principle: IMC and Total Communication
15 Public Relations 442
16 Direct Response 468
17 Promotions 500
18 The Principles and Practice of IMC 528
19 Evaluating IMC Effectiveness 558
Appendix 586
Glossary 591
Notes 609
| Erscheint lt. Verlag | 1.5.2014 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 220 x 275 mm |
| Gewicht | 1439 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-01739-2 / 1292017392 |
| ISBN-13 | 978-1-292-01739-6 / 9781292017396 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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