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Advertising and IMC : Principles and Practice.
Appartenance & droits
MORIARTY Sandra ; MITCHELL Nancy ; WELLS William D. ; WOOD Charles
2019
664
125.55-MORIA
ADVERTISING ; COMMUNICATION ; MARKETING MANAGEMENT ; CONSUMER ; PUBLIC RELATIONS ; ADVERTISING CAMPAIGN ; TELEVISION SECTOR ; BRAND ; STRATEGY ; INTERNET ; PRESS ; MEDIA
| No. | Call n° | Bar code | Commentary | |
|---|---|---|---|---|
| 1 | [available] |
ISBN 13 : 978-292-26206-0
Contents :
Part 1. Principle: All communication. One voice
1. Strategic Brand Communication
2. Advertising
3. Public Relations
4. Action and Interaction: Direct Response and Promotions
Part 2. Principle: Be true to thy brand-and thy consumer
5. How Brand Communication Works
6. Strategic Research
7. Segmenting and Targeting the Audience
8. Strategic Planning
Part 3. Principles: Great creative communicates a truth about a brand
9. Creative Side
10. Promotional Writing
11. Visual communication
Part 4: Media in a world of change
12. Media Basics
13. Paid Media
14. Owned, Interactive, and Earned Media
15. Media Planning and Negotiation
Part 5. Principle: IMC and total communication
16. IMC Management
17. Evaluating IMC Effectiveness
18. Social Impact, Responsibility, and Ethics: Is it Right?
Appendix
Glossary
Language : English
Print : 11ème
Place of publishing : CAMBRIDGE
Figure(s) : Graphique(s) ; Tableau(x) ; Photographie(s)
Location : Nice Library
Material : Paper
Statement : Présent
Owner : Bibliothèque