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

    Product form

    £999.99

    Includes FREE delivery

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

    Out of stock

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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
      Also in:
      Business, Finance & Law Advertising Sales and marketing

      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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