Advertising IMC Principles and Practice 9th Edition by Sandra Moriarty【ebook】

Advertising IMC Principles and Practice 9th Edition by Sandra Moriarty

ISBN 10: 0132163640
ISBN 13: 9780132163644

Advertising can cause you to stop and watch, or even stop and think. It can make you laugh,
or squirm in your seat, or bring tears to your eyes. It can inspire you to read about a new
product or remember a favorite brand when you’re walking down the aisle in a supermarket.
Advertising can also leave you free to change the channel or turn a page without
being aware of having seen the brand message at all. So the question for you as a student
of marketing communication is: Did it work?
But you’re not the only one facing that question. It’s clear from the headlines in industry
publications that marketers want to know if their ads and other marketing communication
efforts work. Marketing communication, particularly advertising, costs money—a
lot of money in many cases—and marketers want proof that their advertising and marketing
communication is efficient and effective.
That’s why this textbook, Advertising & IMC: Principles & Practice, is dedicated not
only to explaining advertising and other areas of brand communication—such as public relations,
direct marketing, and sales promotion—but also to investigating what makes marketing
communication effective.
The challenge for this Ninth Edition is to pin down the basic principles and best practices
in an industry that is undergoing radical change—old media are shape-shifting and in some
cases disappearing; new media are emerging and merging with old media as well as developing
entirely new functions. The practice of advertising, in particular, faces new challenges in
an interactive age where consumers are more in charge—actively selecting and designing
their own media world and engaging with their friends in new forms of social media. This
Ninth Edition reflects these changes as it challenges its readers to assume control not only of
their media choices, but of their bigger role as consumers of products, ideas, and media.