principles & practice Moriarty, Sandra E. (Sandra Ernst) creator Mitchell, Nancy Wood, Charles Wells, William text bibliography nyu N. York Pearson Education Inc. 2019 11th. monographic eng

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xxx, 634 pages ; Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index. Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells, Revised edition of Advertising & IMC, [2015] Includes bibliographical references (pages 595-608) and index. Advertising HF5804.M6 2019 9781292262062 2017044442 DLC 171026 20220831130119.0 20097538 eng