Communication Works: / by Teri Kwal Gamble.
Material type:
TextPublisher: Boston: Mc Graw Hill, 1943Edition: 9 editionDescription: xxiii, 529 Pages ; 29 cmContent type: - text
- unmediated
- volume
- 9780073534220
- 0073534226
- 9780073266213
- Advertising and IMC
- 659.1Â 23
- P 90Â .G 299 2006
| Item type | Current library | Call number | Status | Barcode | |
|---|---|---|---|---|---|
| Loan | Margaret Thatcher Library | P 90 .G 299 2006 (Browse shelf(Opens below)) | Available | 23008106 |
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| P90.E39 1990 If you take my meaning : theory into practice in human communication / | P90.G299 2005 Communication works / | P90 .G299 2005 Communication works / | P 90 .G 299 2006 Communication Works: / | P 90 .H55 2006 Mass communication theory : foundations, ferment, and future / | P90.H55 2006 Mass Communication Theory/ Foundations, Ferment, and Future, | P90.H55 2006 Mass communication theory : |
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.
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