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Advertising & IMC: Principles & Practice (GE)(11版)

Advertising

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訂購需時10-14天
9781292262062
Sandra Moriarty,Nancy Mitchell,Charles Wood,William Wells
華泰文化
2019年1月10日
460.00  元
HK$ 437
省下 $23
 
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ISBN:9781292262062
  • 叢書系列:廣告理論
  • 規格:平裝 / 664頁 / 21.7 x 27.5 x 2 cm / 普通級 / 全彩印刷 / 11版
  • 出版地:台灣
    廣告理論


  • 專業/教科書/政府出版品 > 大眾傳播類 > 公關廣告











      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.


     





    PART I: PRINCIPLE: ALL COMMUNICATIONS. ONE VOICE

    Ch 1 Strategic Brand Communication

    Ch 2 Advertising

    Ch 3 Public Relations

    Ch 4 Action and Interaction: Direct Response and Promotions



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

    Ch 5 How Brand Communication Works

    Ch 6 Strategic Research

    Ch 7 Segmenting and Targeting the Audience

    Ch 8 Strategic Planning



    PART III: PRINCIPLE: GREAT CREATIVE COMMUNICATES A TRUTH ABOUT A BRAND

    Ch 9 The Creative Side

    Ch10 Promotional Writing

    Ch11 Visual Communication



    PART IV: PRINCIPLE: MEDIA IN A WORLD OF CHANGE

    Ch12 Media Basics

    Ch13 Paid Media

    Ch14 Owned, Interactive, and Earned Media

    Ch15 Media Planning and Negotiation



    PART V: PRINCIPLE: IMC AND TOTAL COMMUNICATION

    Ch16 IMC Management

    Ch17 Evaluating IMC Effectiveness

    Ch18 Social Impact, Responsibility, and Ethics: Is It Right?



    Appendix

    Glossary

    Endnotes

    Index

    ?




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