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Advertising & IMC: Principles and Practice, Global Edition
£63.99

ADVERTISING & IMC: PRINCIPLES AND PRACTICE, GLOBAL EDITION

PAPERBACK BY MORIARTY, SANDRA; MITCHELL, NANCY D; WELLS, WILLIAM D

£63.99

ISBN
9781292017396
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
10TH STUDENT EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK AT ONE OF OUR SUPPLIERS
FORMAT
PAPERBACK
PAGES
672 pages
PUBLICATION DATE
03 APR 2014

DESCRIPTION

For introductory courses in advertisingAn 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. Please note that the product you are purchasing does not include MyMarketingLab. MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs.This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take:1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book.3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292056487)4. If your lecturer is using the MyLab and you would like to purchase the product...Go to www.MyMarketingLab.com to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator

CONTENTS

BRIEF CONTENTSPART 1 Principle: Back to Basics1 Advertising 42 Brand Communication 323 Brand Communication and Society 58PART 2 Principle: Be True to Thy Brand-and Thy Consumer4 How Brand Communication Works 905 Segmenting and Targeting the Audience 1226 Strategic Research 1507 Strategic Planning 176PART 3 Practice: Developing Breakthrough Ideas in the Digital Age8 The Creative Side 2089 Promotional Writing 23810 Visual Communication 270PART 4 Principle: Media in a World of Change11 Media Basics 30412 Paid Media 33213 Owned, Interactive, and Earned Media 36814 Media Planning and Negotiation 402PART 5 Principle: IMC and Total Communication15 Public Relations 44216 Direct Response 46817 Promotions 50018 The Principles and Practice of IMC 52819 Evaluating IMC Effectiveness 558Appendix 586Glossary 591Notes 609