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  ADVERTISING & IMC 10/E
   Principles and Practice
    저자 Sandra Moriarty / Nancy D Mitchell
    출판사 Pearson Higher Education
    출판년도 2015 / 672 pages
    ISBN 978-1-292-01739-6        판매가 45,000원
  
 
TITLE INFORMATION
For introductory courses in advertising

An accessible, well-written, and student-friendly 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 students through an accessible, well-written approach. The Tenth 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.





Table of Contents
BRIEF CONTENTS

PART 1 Principle: Back to Basics
1 Advertising 4
2 Brand Communication 32
3 Brand Communication and Society 58

PART 2 Principle: Be True to Thy Brand–and Thy Consumer
4 How Brand Communication Works 90
5 Segmenting and Targeting the Audience 122
6 Strategic Research 150
7 Strategic Planning 176

PART 3 Practice: Developing Breakthrough Ideas in the Digital Age
8 The Creative Side 208
9 Promotional Writing 238
10 Visual Communication 270

PART 4 Principle: Media in a World of Change
11 Media Basics 304
12 Paid Media 332
13 Owned, Interactive, and Earned Media 368
14 Media Planning and Negotiation 402

PART 5 Principle: IMC and Total Communication
15 Public Relations 442
16 Direct Response 468
17 Promotions 500
18 The Principles and Practice of IMC 528
19 Evaluating IMC Effectiveness 558

Appendix 586
Glossary 591
Notes 609


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