, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring

's Pivot to Brand Building. Chapter 11; TV, the NFL, and the End of Demographics.Chapter 12; Going Viral

Advertising -- Brand name products.

? -- Socially responsible advertising : does a brand have a conscience? -- Online advertising : the ever

integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand

Integrated Marketing Communications -- 2 Enhancing Brand Equity and Accountability -- 3 Brand Adoption, Brand

. It discusses the tools at a copywriter's command--creating a distinctive brand voice, telling stories

Christine Wright-Isak -- Brand concepts and advertising / by Dean M. Krugman and Jameson L. Hayes -- I know

of AdSpeak: Sharpen Your Tongue... -- Brand Identity and Equity -- "Ownability" -- Brand Personality

, reinventing a tired brand, keeping a brand young and trendy, using shock tactics, and word-based advertising

brand equity, influencing behavior, and being accountable -- Facilitating the success of new brands

Advertising -- Brand name products.