Advertising & IMC: Principles and Practice
by Sandra Moriarty, Nancy Mitchell, Charles Wood
11th Edition
Publisher: Pearson
Book Details
| Print ISBN | 9780134480435 |
| eText ISBN | 9780134481555 |
| Publisher | Pearson |
| Publishing Year | 2019 |
| Edition | 11th Edition |
| Language | English |
| Pages | 672 |
Advertising & IMC: Principles and Practice, 11th Edition, is a textbook that examines how organizations coordinate communication strategies to connect with varied consumer audiences. The volume outlines enduring principles for aligning promotional activities and executing integrated marketing campaigns across multiple channels.
The text introduces foundational promotional disciplines, including advertising, public relations, and direct response strategies. It also explores strategic research, audience targeting, and media planning across paid, owned, and earned platforms.
To demonstrate marketing communications in practice, the textbook highlights award-winning brand campaigns alongside contributions from industry specialists. This edition also introduces a new author and presents a substantial reorganization and revision of the subject matter.
Table of Contents
Chapter 1: Strategic Brand Communication
Chapter 2: Advertising
Chapter 3: Public Relations
Chapter 4: Action and Interaction: Direct Response and Promotions
Chapter 5: How Brand Communication Works
Chapter 6: Strategic Research
Chapter 7: Segmenting and Targeting the Audience
Chapter 8: Strategic Planning
Chapter 9: Creative Side
Chapter 10: Promotional Writing
Chapter 11: Direct Response
Chapter 12: Media Basics
Chapter 13: Paid Media
Chapter 14: Owned, Interactive, and Earned Media
Chapter 15: Media Planning and Negotiation
Chapter 16: IMC Management
Chapter 17: Evaluating IMC Effectiveness
Chapter 18: Social Impact, Responsibility, and Ethics: Is it Right?
Customer Reviews
0.0
0 reviews
No reviews yet. Be the first to review this book!
Write a Review
Reviewed by GradeFocus Editorial Team
