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Gamble Teri Kwal.

Communication Works: / Advertising and IMC by Teri Kwal Gamble. - 9 edition. - xxiii, 529 Pages ; 29 cm

Includes bibliographical references and index.

Includes bibliographical references (pages 595-608) and index.

Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index.

ISBN: 9780073534220 0073534226 9780073266213

LCCN: 2017044442

Subjects--Topical Terms:
Advertising.

LC Class. No.: P 90 / .G 299 2006

Dewey Class. No.: 659.1