Advertising & IMC: Principles and Practice 10th Edition, (Ebook PDF) – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 0133506886
• ISBN-13 ‏ : ‎ 978-0133506884
• Author: Sandra Moriarty

An accessible, well-written, and student-friendly approach to advertising.

Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

Table contents:

PART 1 Principle: Back to Basics
1. Advertising

2. Brand Communication

3. Brand Communication and Society

4. How Brand Communication Works

5. Segmenting and Targeting the Audience

6. Strategic Research

7. Strategic Planning

8. The Creative Side

9. Promotional Writing

10. Visual Communication

11. Media Basics

12. Paid Media