TY  - BOOK
AU  - Gamble Teri Kwal.
AU  - Michael Gamble.
TI  - Communication Works
SN  - 9780073534220
AV  - P 90 .G 299 2006
U1  - 659.1 23
PY  - 1943///
CY  - Boston
PB  - Mc Graw Hill
KW  - Advertising
N1  - 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
ER  -