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Werbung & IMC Prinzipien Praxis 10. Auflage Lehrbuch akzeptabel-
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- ISBN
- 9780133506884
Über dieses Produkt
Product Identifiers
Publisher
Pearson Education
ISBN-10
0133506886
ISBN-13
9780133506884
eBay Product ID (ePID)
189827302
Product Key Features
Number of Pages
672 Pages
Language
English
Publication Name
Advertising and Imc : Principles and Practice
Subject
Marketing / General, Advertising & Promotion
Publication Year
2014
Type
Textbook
Subject Area
Business & Economics
Format
Hardcover
Dimensions
Item Height
0.4 in
Item Weight
50.8 Oz
Item Length
0.4 in
Item Width
0.4 in
Additional Product Features
Edition Number
10
Intended Audience
College Audience
LCCN
2013-023260
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
659.1
Table Of Content
BRIEF 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 Index 620
Synopsis
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. MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams--resulting in better performance in the course--and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience--for you and your students. Here's how: Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication-multi-platform, as well as multimedia- and the discussion is embedded seamlessly throughout the book. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor., 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. MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams--resulting in better performance in the course--and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience--for you and your students. Here's how: Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication-multi-platform, as well as multimedia- and the discussion is embedded seamlessly throughout the book. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor., 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. KEY TOPICS: Advertising; Brand Communication; Brand Communication and Society; How Brand Communication Works; Segmenting and Targeting the Audience; Strategic Research; Strategic Planning; The Creative Side; Promotional Writing; Visual Communication; Media Basics; Paid Media; Owned, Interactive, and Earned Media; Media Planning and Negotiation; Public Relations; Direct-Response; Promotions; The Principles and Practice of IMC; Evaluating IMC Effectiveness For advertising professionals and business students concentrating in marketing or advertising.
LC Classification Number
HF5823.W455 2015
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- 04. Feb. 2017
International Version is IDENTICAL to the US Version (at a fraction of the price)!
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- 02. Jul. 2019
good book about chips
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Excelente
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Intrigue&Fascination
100% positive Bewertungen•1.326 Artikel verkauft
Angemeldet als privater VerkäuferDaher finden verbraucherschützende Vorschriften, die sich aus dem EU-Verbraucherrecht ergeben, keine Anwendung. Der eBay-Käuferschutz gilt dennoch für die meisten Käufe. Mehr erfahrenMehr erfahren
Verkäuferbewertungen (436)
- 3***- (12)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufThis item went shipping from coast to coast and was in excellent condition when I received it. The shipping packaging was completely undamaged and I took ownership of a brand new bobblehead, just as the seller described. Being a UT grad, I cannot explain how valuable this is to me, but I cannot say this seller is a 10/10. Highly recommend using this seller!
- s***u (58)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufGreat price, excellent communication, item exactly as described. Shipped quickly, well packaged. Very happy with my purchase.McGuire-Nicholas 16" Zippered Tool Bag, Black Handles, Heavy Stitch, 12 Pockets (Nr. 126901335902)
- s***1 (3572)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufGreat seller. Item arrived as described, in good condition, well packaged. Thank you.Frisco RoughRiders Baseball Black Cap Embroidered Front Adjustable H&L (Nr. 126901333371)