Advertising & IMC: Principles and Practice 11th Edition by Moriarty, Mitchell, Wood, and Wells
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Advertising & IMC: Principles and Practice 11th Edition by Moriarty, Mitchell, Wood, and Wells

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668
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39.79 MB
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Digital PDF
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eBook[PDF]
About this ebook
Advertising & IMC: Principles and Practice (11th Edition) by Moriarty, Mitchell, Wood, and Wells provides a comprehensive, strategic guide to executing integrated marketing communications (IMC) by organizing core concepts into specific, structured chapters. [1, 2]
The textbook covers the following core topics and chapters: [1]
Foundations & Strategic Principles
  • Strategic Brand Communication: Introduction to utilizing diverse, synchronized communication channels to build strong long-term brands.
  • Advertising: Foundations, history, types, and the changing industry landscape of standard advertising practices.
  • Public Relations: Managing strategic communications between an organization and its public stakeholders to build reputation.
  • Action and Interaction: Frameworks for executing direct-response marketing and targeted sales promotions.
  • How Brand Communication Works: Psychological and behavioral consumer models that explain how audiences process advertising messages. [1, 2, 3]
Planning & Research Strategies
  • Strategic Research: Methods for gathering consumer insights, data collection, and diagnostic marketplace research.
  • Segmenting and Targeting the Audience: Dividing large consumer markets into smaller, viable target profiles.
  • Strategic Planning: Setting clear communication objectives, budgeting, and aligning institutional brand strategies. [1, 2, 3, 4]
The Creative Side & Message Development
  • Creative Side: Ideation, conceptual design, big ideas, and development processes behind engaging campaigns.
  • Promotional Writing: Copywriting techniques across standard and digital landscapes. [1, 2]
Media Channels & Planning
  • Media Basics: Fundamental concepts of audience reach, consumer touchpoints, frequency, and evolving channel ecosystems.
  • Paid Media: Utilizing broadcast, print, out-of-home, and digital paid advertising slots.
  • Owned, Interactive, and Earned Media: Strategies for company websites, social media engagement, and organic publicity.
  • Media Planning and Negotiation: Media buying practices, strategic scheduling, and placement evaluation. [1, 2]
Campaign Management & Ethics
  • IMC Management: Coordination of multi-platform agencies, client-agency relations, and unified marketing budgets.
  • Evaluating IMC Effectiveness: Measuring campaign metrics, return on investment (ROI), and message impact.
  • Social Impact, Responsibility, and Ethics: Discussion on legal regulations, deceptive advertising, and social accountability. [1, 2, 3]

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Topics

Action and Interaction: Frameworks for executing direct-response Advertising: Foundations history types Artificial Intelligence (AI) Integration: Deploying AI tools for recruitment data collection Campaign Management & Ethics Creative Side: Ideation conceptual design big ideas Evaluating IMC Effectiveness: Measuring campaign metrics How Brand Communication Works: Psychological and behavioral consumer models IMC Management: Coordination of multi-platform agencies Media Basics: Fundamental concepts of audience reach Media Channels & Planning Media Planning and Negotiation Owned Interactive and Earned Media Paid Media: Utilizing broadcast print out-of-home Planning & Research Strategies Promotional Writing: Copywriting techniques across standard and digital landscapes Public Relations: Managing strategic communications Segmenting and Targeting the Audience Social Impact Responsibility and Ethics Strategic Brand Communication Strategic Planning: Setting clear communication objectives The Creative Side & Message Development
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