TY  - BOOK
AU  - Moriarty, Sandra E.
TI  - Advertising & IMC: principles and practice
SN  - 9780132163644
U1  - 659.1 
PY  - 2012///
CY  - Boston
PB  - Pearson/Prentice Hall
KW  - Advertising - Study and teaching
N2  - Advertising tracks the changes in todayHs dynamic world of media and marketing communication as well as the implications of these changes to traditional practiceHand presents them to students through an accessible, well-written approach.The ninth edition highlights the increasing importance of consumers as the driving force in todayHs advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.(http://www.pearsonhighered.com/product?ISBN=9780132163644)
ER  -