Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells.
Material type: TextPublisher: Harlow, England : Pearson, 2019Edition: Eleventh edition, Global editionDescription: 664 pages : illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 9781292262062
- 1292262141
- Advertising and IMC
- 659.1 MO.A 2019 23
- HF5823 .W455 2019
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Not For Loan | 211360 | ||
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Checked out | 11/10/2024 | 211361 | |
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Not For Loan | 211362 | ||
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Available | 211363 | ||
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Checked out | 01/26/2025 | 210247 | |
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Available | 210248 | ||
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Available | 210356 | ||
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Available | 210357 | ||
Books | The Knowledge Hub Library | Business | 659.1 MO.A 2019 (Browse shelf(Opens below)) | Available | 210221 |
Revised edition of Advertising & IMC, [2015]
Includes bibliographical references (pages 625-638) and index.
1. Strategic Brand Communication -- It's a Winner: New Pig: Partners in Grime -- The Marketing Foundation -- The Marketing Mix; Marketing and Messages -- Who Are the Key Players? -- What Are the Most Common Types of Markets? -- The Inside Story: Dos and Don'ts of an Insatiable Client -- How Does the Marketing Mix Send Messages? -- What Is the Added Value of Marcom? -- What Is Integrated Marketing Communication? -- How Does New Pig Use IMC? -- A Day in the Life: A View from the Marcom Front Line -- Why Focus on Brands? Branding Differentiates Products and Organizations -- How Does a Brand Acquire Meaning? -- A Matter of Practice: Branding Billings -- How Does Brand Transformation Work? -- A Matter of Principle: Ivory: It's Pure and It Floats -- Brand Value and Brand Equity -- A Principled Practice: Pause for the Cause: Boosting Brand Value with Cause Marketing -- Brand Communication in a Time of Change -- Looking Ahead -- Developing Skills for Your Career -- It's a Wrap: Kiss a Pig and Hug a Sock -- Key Objectives Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- Trace: North America Case2. Advertising; It's a Winner: Burn Some to Earn Some -- The Practice of Advertising -- The Inside Story: The Importance of a Definition -- What Are Advertising's Basic Functions? -- What Are the Key Components of Advertising? -- What Are the Common Types of Advertising? -- What Roles Does Advertising Perform? -- A Matter of Practice: The Greatest Commercial Ever Made -- Evolution of the Key Concepts of Advertising -- Eras and Ages -- The Advertising World -- Who Are the Key Players? -- A Matter of Practice: Mad Men: An Unsentimental Education -- The Inside Story: Freelancing: Two Sides of the CoinTypes of Agencies; The Inside Story: Content Management: Making It Happen; How Are Agencies Paid? -- A Day in the Life: Account Management: A Priceless Feeling -- Jobs within Agencies -- Changes in the Practice of Advertising -- Consumer Takes Control -- Weakened Media and Blurred Lines -- Interactive Communication and Real-Time Advertising -- Effectiveness -- Integrated Marketing Communication -- A Matter of Principle: If It Isn't Effective, It Isn't Creative -- It's a Wrap: Manning Says You Don't Get It If You Don't Sweat It -- Looking Ahead -- Key Objectives SummaryKey Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- Trace: North America Case; 3. Public Relations -- It's a Winner: Always Runs #LikeAGirl -- What Is Public Relations? -- Public Opinion; Reputation: Goodwill, Trust, and Integrity -- How Public Relations Contributes to Brand Perception -- A Matter of Practice: Content Management as a Career in Public Relations -- How Does Public Relations Work? -- Aspects of Public Relations That Focus on Relationships; Aspects of Public Relations That Focus on Particular Functions -- What Are Common Public Relations Tools? --
"Don't restrict your creative property to one media channel. Make the essential leap to transmedia! From film to television to games and beyond, Transmedia: One Story - Many Media gives you the tools to weave a narrative universe across multiple platforms and meet the insatiable demand of today's audience for its favorite creative property. This, the first primer in the field for both producers and writers, teaches you how to: - Employ film, television, games, novels, comics, and the web to build rich and immersive transmedia narratives - Create writing and production bibles for transmedia property - Monetize your stories across separate media channels - Manage transmedia brands, marketing, and rights - Work effectively with writers and producers in different areas of production - Engage audiences with transmedia storytelling Up-to-date examples of current transmedia and cross-media properties accompany each chapter and highlight this hot but sure to be enduring topic in modern media"--
For courses in introductory advertising. Increase the relevancy and effectiveness of marketing communications Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications. And with a new author joining the team, the 11th Edition.
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