Advertising & IMC: Principles and Practice, Global Edition [Paperback] 11e by Moriarty

Product details

Brand New 
Paperback: 664 pages
Publisher: Pearson; 11 edition (25 Dec. 2018)
Language: English
ISBN-10: 1292262060
ISBN-13: 9781292262062
Product Dimensions: 21.7 x 2 x 27.6 cm


Alternative US Edition For Reference Only
ISBN-13: 9780134480435
ISBN-10: 0134480430

 

Description

Increase the relevancy and effectiveness of marketing communications

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.