Test Bank for Advertising & IMC Principles and Practice 9th Edition by Moriarty
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Complete downloadable Test Bank for Advertising & IMC Principles and Practice 9th Edition by Moriarty. INSTRUCTOR RESOURCE INFORMATION 
TITLE: Advertising & IMC Principles and Practice 
RESOURCE:Test Bank 
EDITION: 9th Edition
AUTHOR: Moriarty, Mitchell, Wells 
PUBLISHER: Pearson 
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Complete downloadable Test Bank for Advertising & IMC Principles and Practice 9th Edition by Moriarty. INSTRUCTOR RESOURCE INFORMATION 
TITLE: Advertising & IMC Principles and Practice 
RESOURCE:Test Bank 
EDITION: 9th Edition
AUTHOR: Moriarty, Mitchell, Wells 
PUBLISHER: Pearson
Table of content
Chapter 1. The New World of Marketing Communication 
Chapter 2. Integrated Brand Communication 
Chapter 3. Brand Communication and Society 
Chapter 4. How Brand Communication Works 
Chapter 5. Segmenting and Targeting the Audience 
Chapter 6. Strategic Research 
Chapter 7. Strategic Planning 
Chapter 8. Creative Strategy 
Chapter 9. Copywriting 
Chapter 10. Visual Communication 
Chapter 11. Media Basics 
Chapter 12. Traditional Media 
Chapter 13. Digital Media 
Chapter 14. Media Planning and Buying 
Chapter 15. Public Relations 
Chapter 16. Direct-Response 
Chapter 17. Promotions 
Chapter 18. The IMC Umbrella 
Chapter 19. Evaluation of Effectiveness
 








