Test bank for Advertising & IMC: Principles and Practice 10e by Moriarty 0133763536

Product details:

• ISBN-10 ‏ : ‎ 0133547906
• ISBN-13 ‏ : ‎ 978-0133547900
• Author:

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.

My Marketing Lab for Advertising is a total learning package. My Marketing Lab 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.

Table 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

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