Solution Manual for Advertising and IMC Principles and Practice 10th Edition Moriarty Mitchell Wells  0133506886 9780133506884

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For introductory courses in advertising.

An accessible, well-written, and student-friendly approach to advertising.

 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.

Language: English
ISBN-10: 0133506886
ISBN-13: 978-0133506884
ISBN-13: 9780133506884

Auther: Sandra Moriarty, Nancy Mitchell, William Wells   

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Test Bank for Advertising and IMC Principles and Practice 10th Edition Moriarty 0133506886 9780133506884

 

Table of Content:

PART 1: Principle: Back to Basics
1. Advertising
2. Brand Communication
3. Brand Communication and Society
PART 2: Principle: Be True to Thy Brand—and Thy Consumer
4. How Brand Communication Works
5. Segmenting and Targeting the Audience
6. Strategic Research
7. Strategic Planning
PART 3: Practice: Developing Breakthrough Ideas in the Digital Age
8. The Creative Side
9. Promotional Writing
10. Visual Communication
PART 4: Principle: Media in a World of Change
11. Media Basics
12. Paid Media
13. Owned, Interactive, and Earned Media
14. Media Planning and Negotiation
PART 5: Principle: IMC and Total Communication
15. Public Relations
16. Direct Response
17. Promotions
18. The Principles and Practice of IMC
19. Evaluating IMC Effectiveness

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