9789390394937, ADVERTISING AND IMC : PRINCIPLES AND PRACTICE, ET ALL SANDRA MORIARTY, NANCY MITCHELL (Author), PEARSON INDIA, Paperback, English, Worldwide
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“Advertising and IMC: Principles and Practice” by Sandra Moriarty and Nancy Mitchell is a comprehensive textbook that explores the strategic use of communications to engage various consumer types. It covers key areas such as advertising, public relations, direct marketing, and promotions. The book utilizes examples from award-winning brand campaigns and contributions from experts to provide practical guidance on executing integrated marketing communications. Its accessible and well-written approach makes it suitable for students and professionals seeking to understand the dynamic world of media and marketing communication.
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About The Author
Sandra Moriarty is an expert in advertising and marketing, with extensive experience teaching and researching in the field. She has contributed significantly to advertising theory and practice, with a particular focus on integrated marketing communications (IMC).
Nancy Mitchell is a renowned academic and author, specializing in marketing, advertising, and public relations. She has written extensively on communication strategies and is known for her work in helping students understand advertising’s role in business. Both authors bring a wealth of knowledge and real-world experience to their textbook.
Table Of Contents
- Strategic Brand Communication
- Advertising
- Public Relations
- 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
Product Details
- Publisher : PEARSON INDIA (January 1, 2021)
- Language : English
- Paperback : 283 pages
- ISBN-13 : 978-9390394937
- Item Weight : 1 kg
- Dimensions : 20.3 x 25.4 x 4.7 cm
About The Book
“Advertising and IMC: Principles and Practice” by Sandra Moriarty and Nancy Mitchell is a comprehensive textbook that explores the strategic use of communications to engage various consumer types. It covers key areas such as advertising, public relations, direct marketing, and promotions. The book utilizes examples from award-winning brand campaigns and contributions from experts to provide practical guidance on executing integrated marketing communications. Its accessible and well-written approach makes it suitable for students and professionals seeking to understand the dynamic world of media and marketing communication.
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