Gamble Teri Kwal. <br/><br/>
Communication Works:  / 
 Advertising and IMC 
by Teri Kwal Gamble. 
 - 9 edition. 
 - xxiii, 529 Pages ;  29 cm 
<br/><br/> Includes bibliographical references  and index. 
<br/><br/>Includes bibliographical references (pages 595-608) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780073534220 0073534226 9780073266213 
<br/><br/><label>LCCN: </label>2017044442 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>P 90  / .G 299 2006 
<br/><br/><label>Dewey Class. No.: </label>659.1