Advertising & IMC Principles and Practice Plus New MyMarketingLab with Pearson eText -- Access Card Package

<>An accessible and well-written approach to advertising. Advertisingtracks the changes in today's dynamic world of media and marketing communicationas well as the implications of these changes to traditional practiceand presents them to readers through an accessible, well-written approach. The ninth 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.

Part I: Principles Endure In Times of Turmoil

Chapter 1. The New World of Marketing Communication

Chapter 2. Integrated Brand Communication

Chapter 3. Brand Communication and Society

Part II: Principle: Be True to Thy Brand

Chapter 4. How Brand Communication Works

Chapter 5. Segmenting and Targeting the Audience

Chapter 6. Strategic Research

Chapter 7. Strategic Planning

Part III: Practice: Where is Creative Headed?

Chapter 8. Creative Strategy

Chapter 9. Copywriting

Chapter 10. Visual Communication

Part IV: Practice: Where Are Media Heading?

Chapter 11. Media Basics

Chapter 12. Traditional Media

Chapter 13. Digital Media

Chapter 14. Media Planning and Buying

Part V: Practice: IMC and Total Communication

Chapter 15. Public Relations

Chapter 16. Direct-Response

Chapter 17. Promotions

Chapter 18. The IMC Umbrella

Chapter 19. Evaluation of Effectiveness