Advertising & IMC Principles and Practice

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.

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