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Test Bank for Advertising & IMC: Principles and Practice, (9th Edition) by Sandra Ernst Moriarty

By: Sandra Ernst Moriarty, Nancy D. Mitchell, William D. Wells, Sandra Moriary
ISBN-10: 132163640
/ ISBN-13: 9780132163644

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Format: Downloadable ZIP Fille
Authors: Sandra Ernst Moriarty, Nancy D. Mitchell, William D. Wells, Sandra Moriary
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Description

Table of contents:

Part I: Principles Endure In Times of Turmoil
Chapter 1. The New World of Marketing Communication
Chapter 2. Integrated Brand Communication
Chapter 3. Brand Communication and Society
Part II: Principle: Be True to Thy Brand
Chapter 4. How Brand Communication Works
Chapter 5. Segmenting and Targeting the Audience
Chapter 6. Strategic Research
Chapter 7. Strategic Planning
Part III: Practice: Where is Creative Headed?
Chapter 8. Creative Strategy
Chapter 9. Copywriting
Chapter 10. Visual Communication
Part IV: Practice: Where Are Media Heading?
Chapter 11. Media Basics
Chapter 12. Traditional Media
Chapter 13. Digital Media
Chapter 14. Media Planning and Buying
Part V: Practice: IMC and Total Communication
Chapter 15. Public Relations
Chapter 16. Direct-Response
Chapter 17. Promotions
Chapter 18. The IMC Umbrella
Chapter 19. Evaluation of Effectiveness

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