Advertising & IMC: Principles and Practice

by Sandra E. Moriarty, Nancy D. Mitchell, William D. Wells

For courses in introductory advertising. Increase the relevancy and effectiveness of marketing communications Advertising & 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 readers 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 they’re prepared to deal with the latest industry practices in their future careers.
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Genres: Textbooks, Business

672 pages, Hardcover

First published March 28, 2009

About the author

Sandra Ernst Moriarty

Reviews

[Kayla · Rating 3 out of 5]

Textbook for Principles of Advertising Class.

[Sonam Puri · Rating 5 out of 5]

amazing case studies.

[Hidayatullah Ibrahim · Rating 4 out of 5]

Great book for practitioners in Advertising and Marketing

[Betsy · Rating 2 out of 5]

I don’t ever expect a text book to be a stimulating read, but this one was incredibly boring and dry. It was far too wordy, which made it too long, which resulted in a lot of time wasted reading a bunch of unnecessary filler. This book could have been half the length and still included all relevant information. If teaching an advertising course, I’d highly advise finding a different source.

[Ottotan · Rating 4 out of 5]

Very general introduction of advertising

[Shreyansh Priyam · Rating 4 out of 5]

Nice Book

[Chrisvella · Rating 4 out of 5]

For a Class text it was pretty good. All my reading lately is for school.