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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.
作者簡介
Sandra Moriarty
現職：University of Colorado Boulder
Nancy Mitchell
現職：University of Nebraska-Lincoln
Charles Wood
現職：University of Tulsa
William Wells
現職：University of Minnesota
PART I: PRINCIPLE: ALL COMMUNICATIONS. ONE VOICE
Ch 1 Strategic Brand Communication
Ch 2 Advertising
Ch 3 Public Relations
Ch 4 Action and Interaction: Direct Response and Promotions
PART II: PRINCIPLE: BE TRUE TO THY BRAND–AND THY CONSUMER
Ch 5 How Brand Communication Works
Ch 6 Strategic Research
Ch 7 Segmenting and Targeting the Audience
Ch 8 Strategic Planning
PART III: PRINCIPLE: GREAT CREATIVE COMMUNICATES A TRUTH ABOUT A BRAND
Ch 9 The Creative Side
Ch10 Promotional Writing
Ch11 Visual Communication
PART IV: PRINCIPLE: MEDIA IN A WORLD OF CHANGE
Ch12 Media Basics
Ch13 Paid Media
Ch14 Owned, Interactive, and Earned Media
Ch15 Media Planning and Negotiation
PART V: PRINCIPLE: IMC AND TOTAL COMMUNICATION
Ch16 IMC Management
Ch17 Evaluating IMC Effectiveness
Ch18 Social Impact, Responsibility, and Ethics: Is It Right？
Appendix
Glossary
Endnotes
Index
