Advertising and IMC Principles and Practice

ISBN-10: 0132606313

ISBN-13: 9780132606318

Edition: 9th 2012

List price: $296.73
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Description: An accessible and well-written approach to advertising. Advertisingtracks 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.

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Book details

List price: $296.73
Edition: 9th
Copyright year: 2012
Publisher: Prentice Hall PTR
Publication date: 6/5/2012
Binding: Mixed Media
Pages: 688
Size: 8.80" wide x 11.00" long x 1.00" tall
Weight: 3.498
Language: English

Sandra Moriarty teaches in the integrated marketing communications graduate program at the University of Colorado, Boulder. Previously she taught in the department of advertising at Michigan State University and at the University of Kansas. Moriarty has also owned her own advertising and public relations agency, worked as a chief copywriter and public relations consultant and served as director of a university publications program. She has authored six other books on marketing-related topics.Tom Duncan is the director of the integrated marketing communications graduate program at the University of Colorado, Boulder. Previously he taught advertising and marketing at Ball State University. During 15 years of working for companies such as Leo Burnett and Beatrice Foods, Tom has prepared and given advertising presentations throughout the United States and in England, China, and Japan. He has conducted seminars on advertising and marketing communications in Europe and the Far East.

Principles Endure In Times of Turmoil
the New World of Marketing Communication
Integrated Brand Communication
Brand Communication and Society
Principle: Be True to Thy Brand
How Brand Communication Works
Segmenting and Targeting the Audience
Strategic Research
Strategic Planning
Practice: Where is Creative Headed?
Creative Strategy
Copywriting
Visual Communication
Practice: Where Are Media Heading?
Media Basics
Traditional Media
Digital Media
Media Planning and Buying
Practice: IMC and Total Communication
Public Relations
Direct-Response
Promotions
the IMC Umbrella
Evaluation of Effectiveness
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