Description
Book SynopsisAbout our authors
Sandra Moriarty, PhD, Professor Emerita, University of Colorado Boulder
Moriarty is the cofounder of the Integrated Marketing Communication graduate program at the University of Colorado. Now retired, she has also taught at Michigan State University, University of Kansas, and Kansas State University, where she earned her PhD in education. She specialized in teaching the campaign course and courses on the creative side, both writing and design. She has worked in government public relations, owned an advertising and public relations agency, directed a university publications program, and edited a university alumni magazine. She has been a consultant on integrated marketing communication with agencies such as BBDO and Dentsu, the largest advertising agency in the world, and with their clients in the United States, Europe, and Asia. Professor Moriarty has published widely in scholarly journals on marketing communication and visual commu
Table of Contents
Brief Contents
- Strategic Brand Communication
- Advertising
- Public Relations
- Action and Interaction: Direct Response and Promotions
- How Brand Communication Works
- Strategic Research
- Segmenting and Targeting the Audience
- Strategic Planning
- Creative Side
- Promotional Writing
- Direct Response
- Media Basics
- Paid Media
- Owned, Interactive, and Earned Media
- Media Planning and Negotiation
- IMC Management
- Evaluating IMC Effectiveness
- Social Impact, Responsibility, and Ethics: Is it Right?
