Advertising & IMC : principles & practice /

Title:: Advertising & IMC : principles & practice /
Author:: Moriarty, Sandra E. (Sandra Ernst), author.
Format:: Book
Institution:: Emerson College
Contents:: Principle : all communications. One voice -- Strategic brand communication -- Advertising -- Public relations -- Action and interaction : direct response and promotion -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Strategic research -- Segmenting and targeting the audience -- Strategic planning -- Practice : great creative communicates a truth about a brand -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- IMC management -- Evaluating IMC effectiveness -- Social impact, responsibility, and ethics : is it right? -- Appendix -- Glossary -- Notes -- Index.

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