Advertising & IMC: Principles & Practice (GE)(11版) epub pdf txt mobi 電子書下載 2024

圖書介紹

☆☆☆☆☆

著者 Sandra Moriarty

齣版者華泰文化

翻譯者

齣版日期出版日期：2019/01/10

語言語言：英文

下載鏈接在頁麵底部

點擊這裡下載

facebook linkedin mastodon messenger pinterest reddit telegram twitter viber vkontakte whatsapp 复制链接

想要找書就要到灣灣書站

twbook.tinynews.org

立刻按 ctrl+D收藏本頁

你會得到大驚喜!!

發錶於2024-11-16

類似圖書點擊查看全場最低價

圖書描述

　　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.

著者信息

作者簡介

Sandra Moriarty

　　現職：University of Colorado Boulder

Nancy Mitchell

　　現職：University of Nebraska-Lincoln

Charles Wood

　　現職：University of Tulsa

William Wells

　　現職：University of Minnesota

Advertising & IMC: Principles & Practice (GE)(11版) epub pdf txt mobi 電子書下載

圖書目錄

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