Description
Test Bank for Advertising IMC Principles and Practice, 10th Edition by Sandra Moriarty
Table of Content
Chapter 1: Advertising
Chapter 2: Brand Communication
Chapter 3: Brand Communication and Society
Chapter 4: How Brand Communication Works
Chapter 5: Segmenting and Targeting the Audience
Chapter 6: Strategic Research
Chapter 7: Strategic Planning
Chapter 8: The Creative Side
Chapter 9: Promotional Writing
Chapter 10: Visual Communication
Chapter 11: Media Basics
Chapter 12: Paid Media
Chapter 13: Owned, Interactive, and Earned Media
Chapter 14: Media Planning and Negotiation
Chapter 15: Public Relations
Chapter 16: Direct Response
Chapter 17: Promotions
Chapter 18: The Principles and Practice of IMC
Chapter 19: Evaluating IMC Effectiveness