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Advertising & IMC : principles & practice /

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MARC

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1016620

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20161219095725.0

008		161124s2015 maua 001 0 eng
020		\|a9781292017396\|q(paperback)
020		\|a1292017392\|q(paperback)
040		\|aAU@\|beng\|erda\|cAU@\|dOCLCO\|dUAB\|dPVY
050	4	\|aHF5823\|b.W455 2015
082	04	\|a659.1
095		\|d659.1\|eM824d\|pBOOK\|y2015
100	1	\|aMoriarty, Sandra E.\|q(Sandra Ernst),\|eauthor.
245	10	\|aAdvertising & IMC :\|bprinciples & practice /\|cSandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lincoln, William Wells, University of Minnesota.
250		\|aTenth edition, global edition.
260		\|aBoston :\|bPearson,\|cc2015.
264	1	\|aBoston :\|bPearson,\|c[2015]
264	4	\|c©2015
300		\|a669 pages :\|billustrations (chiefly color) ;\|c28 cm
336		\|atext\|btxt\|2rdacontent
337		\|aunmediated\|bn\|2rdamedia
338		\|avolume\|bnc\|2rdacarrier
504		\|aIncludes bibliographical references and index.
505	0	\|aPart 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: media in the world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.
650	0	\|aAdvertising.
700	1	\|aMitchell, Nancy,\|d1950-\|eauthor.
700	1	\|aWells, William,\|d1926-\|eauthor.
746	0	\|aAdvertising & integrated marketing communication
746	0	\|aAdvertising and integrated marketing communication
910		\|a20161124

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