Advertising & IMC

Principles and Practice Plus New MyMarketingLab with Pearson eText -- Access Card Package

Sandra Moriarty, Nancy D Mitchell, William D. Wells (Autoren)

Media-Kombination

688 Seiten

2012 | 9th edition
Prentice Hall
978-0-13-260631-8 (ISBN)

Infos

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-- <>An accessible and well-written 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 readers through an accessible, well-written approach.



The ninth 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.

Inhalt

Part I: Principles Endure In Times of Turmoil

Chapter 1. The New World of Marketing Communication

Chapter 2. Integrated Brand Communication

Chapter 3. Brand Communication and Society

Part II: Principle: Be True to Thy Brand

Chapter 4. How Brand Communication Works

Chapter 5. Segmenting and Targeting the Audience

Chapter 6. Strategic Research

Chapter 7. Strategic Planning

Part III: Practice: Where is Creative Headed?

Chapter 8. Creative Strategy

Chapter 9. Copywriting

Chapter 10. Visual Communication

Part IV: Practice: Where Are Media Heading?

Chapter 11. Media Basics

Chapter 12. Traditional Media

Chapter 13. Digital Media

Chapter 14. Media Planning and Buying

Part V: Practice: IMC and Total Communication

Chapter 15. Public Relations

Chapter 16. Direct-Response

Chapter 17. Promotions

Chapter 18. The IMC Umbrella

Chapter 19. Evaluation of Effectiveness

Produkt-Details

• Erscheint lt. Verlag: 28.11.2012
• Verlagsort: Upper Saddle River
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-13-260631-3 / 0132606313
• ISBN-13: 978-0-13-260631-8 / 9780132606318
• Zustand: Neuware