Advertising & IMC: Principles and Practice, Global Edition (Paperback, 11 ed)

PART1 Principle: All Communications. One Voice.
1. Strategic Brand Communication
2. Advertising
3. Public Relations
4. Action and Interaction: Direct Response and Promotions

PART2 Principle:Be True to Thy Brand-and Thy Consumer
5. How Brand Communication Works
6. Strategic Research
7. Segmenting and Targeting the Audience
8. Strategic Planning

PART3 Principle: Great Creative Communicates a Truth about a Brand
9 The Creative Side
10 Promotional Writing
11 Visual Communication

PART4 Principle: Media in a World of Change
12 Media Basics
13 Paid Media
14 Owned, Interactive, and Earned Media
15 Media Planning and Negotiation

PART5 Principle: IMC and Total Communication
16 IMc Management
17 Evaluating IMC Effectiveness
18 Social Impact, Responsibility, and Ethics: Is It Right?