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Full Description
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 readers with a practical guide to executing integrated marketing communications.
And with a new author joining the team, the 11th Edition features a significant reorganization and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together -- ensuring they're prepared to deal with the latest industry practices in their future careers.
Also available with MyLab Marketing
MyLab™ is the teaching and learning platform that empowers instructors to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Optional: one sentence for discipline-specific benefit can go here.
Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.
If you would like to purchase both the physical text and MyLab Marketing, search for:
0134830113 / 9780134830117 Advertising & IMC: Principles and Practice Plus MyLab Marketing with Pearson eText -- Access Card Package
Package consists of:
0134450620 / 9780134450629 MyLab Marketing with Pearson eText -- Access Card -- for Advertising & IMC: Principles and Practice
0134480430 / 9780134480435 Advertising & IMC: Principles and Practice
Contents
Strategic Brand Communication
Advertising
Public Relations
Action and Interaction: Direct Response and Promotions
How Brand Communication Works
Strategic Research
Segmenting and Targeting the Audience
Strategic Planning
Creative Side
Promotional Writing
Direct Response
Media Basics
Paid Media
Owned, Interactive, and Earned Media
Media Planning and Negotiation
IMC Management
Evaluating IMC Effectiveness
Social Impact, Responsibility, and Ethics: Is it Right?
