Test Bank for Advertising & IMC Principles and Practice, 10E Sandra Moriarty

Advertising & IMC Principles and Practice, 10E by Sandra Moriarty test bank

Table of Content

Chapter 1: Advertising 
Chapter 2: Brand Communication 
Chapter 3: Brand Communication and Society 
Chapter 4: How Brand Communication Works  
Chapter 5: Segmenting and Targeting the Audience 
Chapter 6: Strategic Research  
Chapter 7: Strategic Planning  
Chapter 8: The Creative Side  
Chapter 9: Promotional Writing  
Chapter 10: Visual Communication  
Chapter 11: Media Basics  
Chapter 12: Paid Media  
Chapter 13: Owned, Interactive, and Earned Media  
Chapter 14: Media Planning and Negotiation  
Chapter 15: Public Relations  
Chapter 16: Direct Response  
Chapter 17: Promotions  
Chapter 18: The Principles and Practice of IMC  
Chapter 19: Evaluating IMC Effectiveness  

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