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Complete downloadable Test Bank for Advertising & IMC Principles and Practice 10th Edition by Moriarty. INSTRUCTOR RESOURCE INFORMATION
TITLE: Advertising & IMC Principles and Practice
EDITION: 10th Edition
AUTHOR: Moriarty, Mitchell, Wells

Table of content

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

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