Advertising & IMC : principles & practice /
Moriarty, Sandra E.
Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells. - 9th ed. - Boston : Prentice Hall, c2012. - xxviii, 657 p. : ill. (chiefly col.) ; 29 cm.
Rev. ed. of: Advertising : principles & practice. 8th ed.
Includes bibliographical references (p. 631-640) and index.
Enduring principles in times of turmoil -- Principle : be true to thy brand -- Practice : where is creative headed ? -- Practice : where are media headed ? -- Principles : IMC and total communication.
9780132163644 (alk. paper)
2010023721
Advertising.
HF5823 / .W455 2012
659.1
Advertising & IMC : principles & practice / Sandra Moriarty, Nancy Mitchell, William Wells. - 9th ed. - Boston : Prentice Hall, c2012. - xxviii, 657 p. : ill. (chiefly col.) ; 29 cm.
Rev. ed. of: Advertising : principles & practice. 8th ed.
Includes bibliographical references (p. 631-640) and index.
Enduring principles in times of turmoil -- Principle : be true to thy brand -- Practice : where is creative headed ? -- Practice : where are media headed ? -- Principles : IMC and total communication.
9780132163644 (alk. paper)
2010023721
Advertising.
HF5823 / .W455 2012
659.1