Advertising and IMC Principles and Practice 10th Edition Moriarty Test Bank

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Product Details:

• ISBN-10 ‏ : ‎ 0133547906
• ISBN-13 ‏ : ‎ 978-0133547900
• Author: Sandra Moriarty, Nancy Mitchell, William D Wells

Table of contents:

PART 1 Principle: Back to Basics

1 Advertising 4

2 Brand Communication 32

3 Brand Communication and Society 58

PART 2 Principle: Be True to Thy Brand–and Thy Consumer

4 How Brand Communication Works 90

5 Segmenting and Targeting the Audience 122

6 Strategic Research 150

7 Strategic Planning 176

PART 3 Practice: Developing Breakthrough Ideas in the Digital Age

8 The Creative Side 208

9 Promotional Writing 238

10 Visual Communication 270

PART 4 Principle: Media in a World of Change

11 Media Basics 304

12 Paid Media 332

13 Owned, Interactive, and Earned Media 368

14 Media Planning and Negotiation 402

PART 5 Principle: IMC and Total Communication

15 Public Relations 442

16 Direct Response 468

17 Promotions 500

18 The Principles and Practice of IMC 528

19 Evaluating IMC Effectiveness 558

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