Advertising IMC: Principles & practice

Type

Book

Authors

Moriarty, Sandra ( Sandra Moriarty )

Mitchell, Nancy ( Nancy Mitchell )

Wood, Charles ( Charles Wood )

Wells, Willliam ( William Wells )

ISBN 10

9390394937

ISBN 13

9789390394937

Tags

Advertising, Integrated marketing communications

Abstract

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. En contracubierta.

Description

ils. ; 25 cm.

Biblio Notes

Includes appendix, glossary and index.

Number of Copies