Advertising & IMC: Principles & Practice (11 Ed.) | 誠品線上

廣告學

內容簡介

內容簡介 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 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 students are prepared to deal with the latest industry practices in their future careers.

作者介紹

作者介紹 ■作者簡介Sandra Moriarty現職：University of Colorado BoulderNancy Mitchell現職：University of Nebraska-LincolnCharles Wood現職：University of TulsaWilliam Wells現職：University of Minnesota

產品目錄

產品目錄 PART I: PRINCIPLE: ALL COMMUNICATIONS. ONE VOICECh 1 Strategic Brand CommunicationCh 2 AdvertisingCh 3 Public RelationsCh 4 Action and Interaction: Direct Response and PromotionsPART II: PRINCIPLE: BE TRUE TO THY BRAND–AND THY CONSUMERCh 5 How Brand Communication WorksCh 6 Strategic ResearchCh 7 Segmenting and Targeting the AudienceCh 8 Strategic PlanningPART III: PRINCIPLE: GREAT CREATIVE COMMUNICATES A TRUTH ABOUT A BRANDCh 9 The Creative SideCh10 Promotional WritingCh11 Visual CommunicationPART IV: PRINCIPLE: MEDIA IN A WORLD OF CHANGECh12 Media BasicsCh13 Paid MediaCh14 Owned, Interactive, and Earned MediaCh15 Media Planning and NegotiationPART V: PRINCIPLE: IMC AND TOTAL COMMUNICATIONCh16 IMC ManagementCh17 Evaluating IMC EffectivenessCh18 Social Impact, Responsibility, and Ethics: Is It Right？AppendixGlossaryEndnotesIndex

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最佳賣點

最佳賣點 : 廣告理論