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Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells,

By: Contributor(s): Material type: TextPublication details: N. York Pearson Education Inc. 2019Edition: 11thDescription: xxx, 634 pagesISBN:
  • 9781292262062
Other title:
  • Advertising and IMC
Subject(s): LOC classification:
  • HF5804.M6 2019
Contents:
Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index.
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Holdings
Item type Current library Collection Call number Status Barcode
Book Meru University Open Shelves Non-fiction HF5804.M6 2019 (Browse shelf(Opens below)) Available 22-36554
Book Meru University Open Shelves Non-fiction HF5804.M6 2019 (Browse shelf(Opens below)) Available 22-36555
Total holds: 0

Revised edition of Advertising & IMC, [2015]

Includes bibliographical references (pages 595-608) and index.

Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index.

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