Advertising & IMC: Principles and Practice, Global Edition

Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells (Autoren)

Buch | Softcover

664 Seiten

2019 | 11th edition
Pearson Education Limited (Verlag)
978-1-292-26206-2 (ISBN)

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For courses in introductory advertising.

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.

And with a new author joining the team, the 11th Edition features a significant reorganisation and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together — ensuring students are prepared to deal with the latest industry practices in their future careers.

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?

Erscheinungsdatum	04.01.2019
Verlagsort	Harlow
Sprache	englisch
Maße	213 x 274 mm
Gewicht	1260 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-292-26206-0 / 1292262060
ISBN-13	978-1-292-26206-2 / 9781292262062
Zustand	Neuware