Test Bank for Advertising and IMC Principles and Practice 10th Edition by Moriarty

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Test Bank for Advertising and IMC Principles and Practice 10th Edition by Moriarty

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Table of ContentsBRIEF CONTENTSPART 1 Principle: Back to Basics1 Advertising 2 Brand Communication 3 Brand Communication and SocietyPART 2 Principle: Be True to Thy Brand?and Thy Consumer4 How Brand Communication Works5 Segmenting and Targeting the Audience 6 Strategic Research 7 Strategic Planning PART 3 Practice: Developing Breakthrough Ideas in the Digital Age8 The Creative Side 9 Promotional Writing 10 Visual Communication PART 4 Principle: Media in a World of Change11 Media Basics 12 Paid Media 13 Owned, Interactive, and Earned Media 14 Media Planning and Negotiation PART 5 Principle: IMC and Total Communication15 Public Relations 16 Direct Response 17 Promotions 18 The Principles and Practice of IMC 19 Evaluating IMC Effectiveness

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