Description

Book Synopsis


Table of Contents

1. Strategic Brand Communication

2. Advertising

3. Public Relations

4. Action and Interaction: Direct Response and Promotions

5. How Brand Communication Works

6. Strategic Research

7. Segmenting and Targeting the Audience

8. Strategic Planning

9. Creative Side

10. Promotional Writing

11. Direct Response

12. Media Basics

13. Paid Media

14. Owned, Interactive, and Earned Media

15. Media Planning and Negotiation

16. IMC Management

17. Evaluating IMC Effectiveness

18. Social Impact, Responsibility, and Ethics: Is it Right?

Advertising IMC Principles and Practice Global

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£75.04

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RRP £78.99 – you save £3.95 (5%)

Order before 4pm today for delivery by Tue 23 Dec 2025.

A Paperback / softback by Sandra Moriarty, Nancy Mitchell, Charles Wood

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    View other formats and editions of Advertising IMC Principles and Practice Global by Sandra Moriarty

    Publisher: Pearson Education Limited
    Publication Date: 01/01/2019
    ISBN13: 9781292262062, 978-1292262062
    ISBN10: 1292262060

    Description

    Book Synopsis


    Table of Contents

    1. Strategic Brand Communication

    2. Advertising

    3. Public Relations

    4. Action and Interaction: Direct Response and Promotions

    5. How Brand Communication Works

    6. Strategic Research

    7. Segmenting and Targeting the Audience

    8. Strategic Planning

    9. Creative Side

    10. Promotional Writing

    11. Direct Response

    12. Media Basics

    13. Paid Media

    14. Owned, Interactive, and Earned Media

    15. Media Planning and Negotiation

    16. IMC Management

    17. Evaluating IMC Effectiveness

    18. Social Impact, Responsibility, and Ethics: Is it Right?

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