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Advertising: Principles and Practice
Sandra Moriarty
Nancy D. Mitchell
William D. Wells
Robert Crawford
Linda Brennan
Ruth Spence-Stone
出版
Pearson Australia
, 2014-08-01
主題
Business & Economics / Advertising & Promotion
ISBN
1486009050
9781486009053
URL
http://books.google.com.hk/books?id=zrGaBQAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.
