Advertising & IMC: Principles and Practice (9th Edition) by Sandra Moriarty, Nancy Mitchell, William D. Wells

By Sandra Moriarty, Nancy Mitchell, William D. Wells

An available and well-written method of ads.   advertisements tracks the adjustments in today’s dynamic international of media and advertising communication–as good because the implications of those adjustments to conventional practice–and provides them to readers via an available, well-written strategy.   The 9th variation highlights the expanding significance of shoppers because the motive force in today’s ads innovations, social media, and the web evolution/revolution. it is also an elevated IMC and model concentration.

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Extra info for Advertising & IMC: Principles and Practice (9th Edition) (Advertising : Principles and Practice)

Sample text

This type of advertising is believed to be so persuasive that it decreases the likelihood a consumer will switch to an alternative product, regardless of the price charged. In addition to informing us about new and improved products, advertising also mirrors fashion and design trends and adds to our aesthetic sense. Advertising has an educational role in that it teaches about new products and their use. It may also expose social issues—some say the “1984” commercial symbolically proclaimed the value of computer literacy “for the rest of us,” those who weren’t slaves to the hard-to-operate PC systems of the time.

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In Part 1, the first two chapters focus on defining advertising and marketing and explaining where marketing communication fits. Chapter 3 analyzes the ethics and social responsibility of marketing and communication. 3 CHAPTER 1 The New World of Marketing Communication It’s a Winner Campaign: Company: Agency: Award: “Whopper Freakout” Burger King Crispin Porter ϩ Bogusky Grand Effie and Gold Effie in Restaurants category 4 CHAPTER KEY POINTS 1. 2. 3. 4. What is advertising, how has it evolved, and what does it do in modern times?

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