Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells.

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? --

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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.