Test Bank for Advertising and IMC Principles and Practice 9th Edition Sandra Moriarty

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Test Bank for Advertising and IMC Principles and Practice 9th Edition Sandra Moriarty

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Table Of Contents

Chapter 1. The New World of Marketing Communication

Chapter 2. Integrated 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. Creative Strategy

Chapter 9. Copywriting

Chapter 10. Visual Communication

Chapter 11. Media Basics

Chapter 12. Traditional Media

Chapter 13. Digital Media

Chapter 14. Media Planning and Buying

Chapter 15. Public Relations

Chapter 16. Direct-Response

Chapter 17. Promotions

Chapter 18. The IMC Umbrella

Chapter 19. Evaluation of Effectiveness

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