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Advertising & IMC :principles & prac...

Mitchell, Nancy, (1950-)

Advertising & IMC :principles & practice /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	659.1
書名/作者:	Advertising & IMC : : principles & practice // Sandra Moriarty, Nancy Mitchell, William Wells.
其他題名:	Advertising and IMC
作者:	Moriarty, Sandra E.
其他作者:	Mitchell, Nancy,
出版者:	Boston : : Pearson,, c2015.
面頁冊數:	669 p. : : ill. (chiefly col.) ;; 28 cm.
標題:	Advertising.
ISBN:	9781292017396 (pbk.) :
ISBN:	1292017392 (pbk.)
書目註:	Includes bibliographical references and index.
內容註:	Part 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: media in the world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.

Advertising & IMC :principles & practice /
Moriarty, Sandra E.

Advertising & IMC :principles & practice /Advertising and IMCSandra Moriarty, Nancy Mitchell, William Wells. - 10th ed., Global ed. - Boston :Pearson,c2015. - 669 p. :ill. (chiefly col.) ;28 cm. - Always learning.

Includes bibliographical references and index.

Part 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: media in the world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.

ISBN: 9781292017396 (pbk.) :NTD 2,821Subjects--Topical Terms:

177147
Advertising.

LC Class. No.: HF5823 / .W455 2015

Dewey Class. No.: 659.1

Advertising & IMC :principles & practice /
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245 1 0 $a Advertising & IMC : $b principles & practice / $c Sandra Moriarty, Nancy Mitchell, William Wells.
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246 3 $a Advertising & integrated marketing communication
246 3 $a Advertising and integrated marketing communication
250 $a 10th ed., Global ed.
260 $a Boston : $b Pearson, $c c2015.
300 $a 669 p. : $b ill. (chiefly col.) ; $c 28 cm.
490 0 $a Always learning
504 $a Includes bibliographical references and index.
505 0 $a Part 1. Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Part 2. Principle: be true to thy brand and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Part 3. Practice: developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Part 4. Principle: media in the world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Part 5. Principle: IMC and total communication -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.
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700 1 $a Mitchell, Nancy, $d 1950- $3 592759
700 1 $a Wells, William, $d 1926- $3 592760