Advertising & IMC: Principles and Practice, Global Edition

11. Auflage 2018
ISBN: 978-1-292-26206-2
Verlag: Pearson

Buch, Englisch, 634 Seiten, Format (B × H): 216 mm x 276 mm, Gewicht: 1547 g

Increase the relevancy and effectiveness of marketing communications

presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, 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 reorganisation 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.

Autoren/Hrsg.

Moriarty, Sandra

Mitchell, Nancy

Wood, Charles

Wells, William D.

Inhaltsverzeichnis

1. 1. Strategic Brand Communication
2. 2. Advertising
3. 3. Public Relations
4. 4. Action and Interaction: Direct Response and Promotions
5. 5. How Brand Communication Works
6. 6. Strategic Research
7. 7. Segmenting and Targeting the Audience
8. 8. Strategic Planning
9. 9. Creative Side
10. 10. Promotional Writing
11. 11. Direct Response
12. 12. Media Basics
13. 13. Paid Media
14. 14. Owned, Interactive, and Earned Media
15. 15. Media Planning and Negotiation
16. 16. IMC Management
17. 17. Evaluating IMC Effectiveness
18. 18. Social Impact, Responsibility, and Ethics: Is it Right?