Opis: Advertising - William Wells, Nancy Mitchell, Sandra Moriarty

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. Please note that the product you are purchasing does not include MyMarketingLab. MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs. This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take: 1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. 2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book. 3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292056487) 4. If your lecturer is using the MyLab and you would like to purchase the product...Go to www.MyMarketingLab.com to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocatorBRIEF CONTENTS PART 1 Principle: Back to Basics 1 Advertising 4 2 Brand Communication 32 3 Brand Communication and Society 58 PART 2 Principle: Be True to Thy Brand-and Thy Consumer 4 How Brand Communication Works 90 5 Segmenting and Targeting the Audience 122 6 Strategic Research 150 7 Strategic Planning 176 PART 3 Practice: Developing Breakthrough Ideas in the Digital Age 8 The Creative Side 208 9 Promotional Writing 238 10 Visual Communication 270 PART 4 Principle: Media in a World of Change 11 Media Basics 304 12 Paid Media 332 13 Owned, Interactive, and Earned Media 368 14 Media Planning and Negotiation 402 PART 5 Principle: IMC and Total Communication 15 Public Relations 442 16 Direct Response 468 17 Promotions 500 18 The Principles and Practice of IMC 528 19 Evaluating IMC Effectiveness 558 Appendix 586 Glossary 591 Notes 609

Szczegóły: Advertising - William Wells, Nancy Mitchell, Sandra Moriarty

Tytuł: Advertising
Autor: William Wells, Nancy Mitchell, Sandra Moriarty
Producent: Pearson
ISBN: 9781292017396
Rok produkcji: 2014
Ilość stron: 672
Oprawa: Miękka
Waga: 1.23 kg

Recenzje: Advertising - William Wells, Nancy Mitchell, Sandra Moriarty