Advertising & IMC : principles & practice

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Title:

Author:

Moriarty, Sandra E. (Sandra Ernst), author.

ISBN:

9781292262062

Personal Author:

Moriarty, Sandra E. (Sandra Ernst), author.

Edition:

11th global edition.

Physical Description:

664 pages : illustrations ; 28 cm

General Note:

Includes index.

Abstract:

For courses in introductory advertising. Increase the relevancy and effectiveness of marketing communications Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications. And with a new author joining the team, the 11th Editi.

Subject Term:

Advertising.

Added Author:

Wood, Charles,

Mitchell, Nancy, 1950-

Wells, William, 1926-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIESDN	1:GEN-BOOK	000185647	659.1 ADV	1	Searching... Unknown

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Summary

For courses in introductory advertising.

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.

And with a new author joining the team, the 11th Edition features a significant reorganisation and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together -- ensuring students are prepared to deal with the latest industry practices in their future careers.