Description
Test Bank for Advertising & IMC: Principles and Practice 11th Edition Sandra Moriarty
Test Bank for Advertising & IMC: Principles and Practice, 11th Edition, Sandra Moriarty, Nancy Mitchell, William D. Wells, ISBN-10: 0135982960, ISBN-13: 9780135982969, ISBN-10: 0134735749, ISBN-13: 9780134735740
Table of Contents
1. Strategic Brand Communication
2. Advertising
3. Public Relations
4. Action and Interaction: Direct Response and Promotions
5. How Brand Communication Works
6. Strategic Research
7. Segmenting and Targeting the Audience
8. Strategic Planning
9. Creative Side
10. Promotional Writing
11. Direct Response
12. Media Basics
13. Paid Media
14. Owned, Interactive, and Earned Media
15. Media Planning and Negotiation
16. IMC Management
17. Evaluating IMC Effectiveness
18. Social Impact, Responsibility, and Ethics: Is it Right?
