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格雷的五十道陰影I:調教(電影封面版)
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Advertising & IMC: Principles and Practice (GE)10版

Advertising

沒有庫存
訂購需時10-14天
9781292017396
Sandra Moriarty
華泰文化
2014年8月13日
453.00  元
HK$ 430.35
省下 $22.65
 
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ISBN:9781292017396
  • 叢書系列:廣告理論
  • 規格:平裝 / 672頁 / 普通級
    廣告理論


  • 專業/教科書/政府出版品 > 大眾傳播類 > 公關廣告











      An accessible, well-written, and student-friendly approach to advertising.



      Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.



      New To This Edition

      1.More In-Depth IMC Focus.

      2.New Evaluation Chapter (and Author).

      3.New Examples of Award-Winning Brand Communication Campaigns.

      4.New Faces, New Cases, New Brands.

      5.Contributions from Experts around the World.






    PARTⅠ: PRINCIPLE: BACK TO BASICS

    Ch 1 Advertising

    Ch 2 Brand Communication

    Ch 3 Brand Communication and Society



    PART Ⅱ: PRINCIPLE: BE TRUE TO THY BRAND–AND THY CONSUMER

    Ch 4 How Brand Communication Works

    Ch 5 Segmenting and Targeting the Audience

    Ch 6 Strategic Research

    Ch 7 Strategic Planning



    PART Ⅲ: PRACTICE: DEVELOPING BREAKTHROUGH IDEAS IN THE DIGITAL AGE

    Ch 8 The Creative Side

    Ch 9 Promotional Writing

    Ch10 Visual Communication



    PART Ⅳ: PRINCIPLE: MEDIA IN A WORLD OF CHANGE

    Ch11 Media Basics

    Ch12 Paid Media

    Ch13 Owned, Interactive, and Earned Media

    Ch14 Media Planning and Negotiation



    PART Ⅴ: PRINCIPLE: IMC AND TOTAL COMMUNICATION

    Ch15 Public Relations

    Ch16 Direct Response

    Ch17 Promotions

    Ch18 The Principles and Practice of IMC

    Ch19 Evaluating IMC Effectiveness

    Appendix

    Glossary

    Notes





    其 他 著 作
    1. Advertising & IMC: Principles & Practice (GE)(11版)
    2. 廣告學(10版)
    3. Advertising & IMC: Principles & Practice