Donated by: Varsha Jain

As advertising agencies become increasingly pressed on accountability, producing memorable advertising is no longer enough. One must produce effective advertising - advertising that meets a client's goals internationally and locally. Advertising: Principles and Effective IMC Practice focuses especially on revealing how IMC targets are reached through effective advertising campaigns. No other textbook takes theory and shows how it is applied today not just in the West, but also in the Asia Pacfic context, to produce advertising that works!

Contents:

1. Introduction to Advertising 2. Advertising’s Role in IMC 3. Advertising and Society 4. How Advertising Works 5. The Consumer Audience 6. Strategic Research 7. Strategic IMC Planning 8. Print and Out-of-Home Media 9. Broadcast Media 10. Interactive and Alternative Media 11. Media Planning and Buying 12. The Creative Side and Message Strategy 13. Copywriting 14. Design and Production 15. Direct Response 16. Sales Promotion, Events and Sponsorships 17. Public Relations and Retail Advertising 18. Special Advertising Situations.