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• Authors

  • Arens, William F.
  • Arens, William F.
  • Belch, George E
  • Belch, Michael A
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  • C, Sunitha Srinivas
  • Einstein, Mara
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  • Mitchell, Nancy D.
  • Moriarty, Sandra
  • Pandey, Piyush
  • Purani ,Keyoor
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• Series

  • McGraw-Hill/Irwin series in marketing

• Topics

  • Advertising
  • Advertising
  • Advertising copy
  • Advertising executives -- India -- Biography
  • Advertising Language
  • Advertising photography
  • Advertising | Sales Promotion | Communication in Marketing
  • Electronic commerce
  • Interactive marketing
  • Interactive multimedia
  • Internet advertising
  • Internet marketing
  • Pandey, Piyush
  • Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index
  • Public relations--Case studies. Crisis management--Case studies. Advertising--Case studies
  • Social aspects
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