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Advertising & IMC

Principles and Practice

Gebonden Engels 2018 9780134480435
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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 reorganization 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.

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Uitgever:Pearson Education


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<h2>Brief Contents</h2> <div class="c-no-headers-number-list_container"> <ol> <li>Strategic Brand Communication</li> <li>Advertising</li> <li>Public Relations</li> <li>Action and Interaction: Direct Response and Promotions</li> <li>How Brand Communication Works</li> <li>Strategic Research</li> <li>Segmenting and Targeting the Audience</li> <li>Strategic Planning</li> <li>Creative Side</li> <li>Promotional Writing</li> <li>Direct Response</li> <li>Media Basics</li> <li>Paid Media</li> <li>Owned, Interactive, and Earned Media</li> <li>Media Planning and Negotiation</li> <li>IMC Management</li> <li>Evaluating IMC Effectiveness</li> <li>Social Impact, Responsibility, and Ethics: Is it Right?</li> </ol> </div>

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