Advertising and IMC : Principles and Practice,9780132163644

$ We buy this book back!

This item qualifies for
FREE SHIPPING!

Advertising and IMC : Principles and Practice

by Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.

Edition:

9th

ISBN13:

9780132163644

ISBN10:

0132163640

Format:

Hardcover

Pub. Date:

2/7/2011

Publisher(s):

Prentice Hall

Other versions by this Author

List Price: ~~$236.99~~

Rent Textbook

(Recommended)

Term

Due

Price

Semester

Jun 3

$118.50

Quarter

May 13

$106.65

Short Term

Apr 13

$94.80

$118.50

Buy Used Textbook

Usually Ships in 3-5 Business Days

$171.08

Buy New Textbook

Currently Available, Usually Ships in 24-48 Hours

$231.07

eTextbook

180 day subscription

$113.99

More New and Used
from Private Sellers

Starting at $108.75

Questions About This Book?

Why should I rent this book?

Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.

How do rental returns work?

Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!

What version or edition is this?

This is the 9th edition with a publication date of 2/7/2011.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.

Summary

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.

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

FREE SHIPPING OVER $59!