Product Cover Image

Advertising & IMC: Principles and Practice Plus 2014 MyMarketLab with Pearson eText -- Access Card Package, 10th Edition

By Sandra Moriarty, Nancy . Mitchell, William D Wells

Published by Pearson

Published Date: Apr 16, 2014


ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.



Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.


Used or rental books

If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.


Access codes

Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.



For introductory courses in advertising.


An accessible, well-written, and student-friendly approach to advertising.


Advertising tracks the changes in today’s dynamic world of media and marketing communication—as well as the implications of these changes to traditional practice—and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.


MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.


This program will provide a better teaching and learning experience–for you and your students. Here’s how:  

  • Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
  • Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication—multi-platform, as well as multimedia— and the discussion is embedded seamlessly throughout the book.
  • Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.


0133763536 / 9780133763539 Advertising & IMC: Principles and Practice Plus NEW MyMarketLab with Pearson eText -- Access Card Package

Package consists of

0133506886 / 9780133506884 Advertising & IMC: Principles and Practice

0133575950 / 9780133575958 NEW MyMarketingLab with Pearson eText - Access Card - for Advertising

Table of Contents


PART 1 Principle: Back to Basics

1 Advertising 4

2 Brand Communication 32

3 Brand Communication and Society 58

PART 2 Principle: Be True to Thy Brand—and Thy Consumer

4 How Brand Communication Works 90

5 Segmenting and Targeting the Audience 122

6 Strategic Research 150

7 Strategic Planning 176

PART 3 Practice: Developing Breakthrough Ideas in the Digital Age

8 The Creative Side 208

9 Promotional Writing 238

10 Visual Communication 270

PART 4 Principle: Media in a World of Change

11 Media Basics 304

12 Paid Media 332

13 Owned, Interactive, and Earned Media 368

14 Media Planning and Negotiation 402

PART 5 Principle: IMC and Total Communication

15 Public Relations 442

16 Direct Response 468

17 Promotions 500

18 The Principles and Practice of IMC 528

19 Evaluating IMC Effectiveness 558

Appendix 586

Glossary 591

Notes 609

Index 620