Advertising & IMC Principles and Practice

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  • Edition: 9th
  • Format: Hardcover
  • Copyright: 2/7/2011
  • Publisher: Prentice Hall
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APPROACH:An accessible and well-written approach to advertising. #xA0; Advertisingtracks the changes in today#x19;s dynamic world of media and marketing communication#x13;as well as the implications of these changes to traditional practice#x13;and presents them to readers through an accessible, well-written approach. #xA0; The ninth edition highlights the increasing importance of consumers as the driving force in today#x19;s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

Table of Contents

Part I: Principles Endure In Times of Turmoil

Chapter 1. The New World of Marketing Communication

Chapter 2. Integrated Brand Communication

Chapter 3. Brand Communication and Society

Part II: Principle: Be True to Thy Brand

Chapter 4. How Brand Communication Works

Chapter 5. Segmenting and Targeting the Audience

Chapter 6. Strategic Research

Chapter 7. Strategic Planning

Part III: Practice: Where is Creative Headed?

Chapter 8. Creative Strategy

Chapter 9. Copywriting

Chapter 10. Visual Communication

Part IV: Practice: Where Are Media Heading?

Chapter 11. Media Basics

Chapter 12. Traditional Media

Chapter 13. Digital Media

Chapter 14. Media Planning and Buying

Part V: Practice: IMC and Total Communication

Chapter 15. Public Relations

Chapter 16. Direct-Response

Chapter 17. Promotions

Chapter 18. The IMC Umbrella

Chapter 19. Evaluation of Effectiveness

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