Advertising IMC Principles and Practice 9th Edition by Sandra Moriarty

Advertising IMC Principles and Practice 9th Edition by Sandra MoriartyISBN 10: 0132163640ISBN 13: 9780132163644Advertising can cause you to stop and watch, or even stop and think. It can make you laugh,or squirm in your seat, or bring tears to your eyes. It can inspire you to read about a newproduct or remember a favorite brand when you?re walking down the aisle in a supermarket.Advertising can also leave you free to change the channel or turn a page withoutbeing aware of having seen the brand message at all. So the question for you as a studentof marketing communication is: Did it work?But you?re not the only one facing that question. It?s clear from the headlines in industrypublications that marketers want to know if their ads and other marketing communicationefforts work. Marketing communication, particularly advertising, costs money?alot of money in many cases?and marketers want proof that their advertising and marketingcommunication is efficient and effective.That?s why this textbook, Advertising & IMC: Principles & Practice, is dedicated notonly to explaining advertising and other areas of brand communication?such as public relations,direct marketing, and sales promotion?but also to investigating what makes marketingcommunication effective.The challenge for this Ninth Edition is to pin down the basic principles and best practicesin an industry that is undergoing radical change?old media are shape-shifting and in somecases disappearing; new media are emerging and merging with old media as well as developingentirely new functions. The practice of advertising, in particular, faces new challenges inan interactive age where consumers are more in charge?actively selecting and designingtheir own media world and engaging with their friends in new forms of social media. ThisNinth Edition reflects these changes as it challenges its readers to assume control not only oftheir media choices, but of their bigger role as consumers of products, ideas, and media.