Advertising & IMC : principles and practice Tenth Global Edition Sandra Ernst Moriarty

Advertising & IMC : principles and practice – Ebook Instant Download/Delivery ISBN(s): 9781292017396,1292017392

Product details:

• ISBN-10 ‏ : ‎ 1292017392
• ISBN-13 ‏ : ‎ 978-1292017396
• Author(s): Sandra Ernst Moriarty; William Wells; Nancy Mitchell

For introductory courses in advertising 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 Basic

PART 2 Principle: Be True to Thy Brand–and Thy Consumer

PART 3 Practice: Developing Breakthrough Ideas in the Digital Age

PART 4 Principle: Media in a World of Change

PART 5 Principle: IMC and Total Communication

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