How to Read Advertising & IMC: Principles and Practice (2-downloads) RTF
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. KEY TOPICS: The New World of Marketing Communication; Integrated Brand Communication; Brand Communication and Society; How Brand Communication Works; Segmenting and Targeting the Audience; Strategic Research; Strategic Planning; Creative Strategy; Copywriting; Visual Communication; Media Basics; Traditional Media; Digital Media; Media Planning and Buying; Public Relations; Direct-Response; Promotions; The IMC Umbrella; Evaluation of Effectiveness For advertising professionals and business students concentrating in marketing or advertising.
