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Test Bank – Advertising & IMC: Principles and Practice, 11th edition (Moriarty, 2018)

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Description

Test Bank – Advertising & IMC: Principles and Practice, 11th edition (Moriarty, 2018)

Table of Contents

1. Strategic Brand Communication

2. Advertising

3. Public Relations

4. Action and Interaction: Direct Response and Promotions

5. How Brand Communication Works

6. Strategic Research

7. Segmenting and Targeting the Audience

8. Strategic Planning

9. Creative Side

10. Promotional Writing

11. Direct Response

12. Media Basics

13. Paid Media

14. Owned, Interactive, and Earned Media

15. Media Planning and Negotiation

16. IMC Management

17. Evaluating IMC Effectiveness

18. Social Impact, Responsibility, and Ethics: Is it Right?

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