Advertising & IMC Principles and Practice 9th Edition PDF Download Ebook. Sandra Moriarty highlight 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.
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 new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
With an increased emphasis on IMC in the ninth edition, this text has also developed a set of ten key IMC-based principles for brand communication. These principles evolve within the chapters as various IMC concepts are introduced, explained, and come together as a set in a much revised Chapter 18: Special Advertising Campaigns. This IMC wrap-up chapter explains IMC campaigns and distinguishes campaigns from the management of a Total Communication program.
Author includes all the various forms of marketing communication—multi-platform, as well as multi-media—and the discussion is embedded seamlessly throughout the book. Instead of presenting advertising as an isolated piece of the marketing puzzle, this text has increased its emphasis on the importance of advertising in relation to brand communication.
Brand Revive is a new assignment at the end of each chapter that guides students through the activities involved in developing a brand campaign plan—in this case for some older, perhaps forgotten brand that needs a new lease for space in the minds of consumers. If students complete this assignment, they will develop a campaign plan for their portfolio.
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