Advertising & IMC - Pearson

Advertising & IMC 11e

PRINCIPLES & PRACTICE

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Advertising & IMC

PRINCIPLES & PRACTICE

11e

Sandra Moriarty

University of Colorado Boulder

Nancy Mitchell

University of Nebraska?Lincoln

Charles Wood

University of Tulsa

William Wells

University of Minnesota

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New York, NY

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Vice President, Business, Economics, and UK Courseware: Donna Battista Director of Portfolio Management: Stephanie Wall Executive Portfolio Manager: Lynn M. Huddon Editorial Assistant: Luis Gonzalez Vice President, Product Marketing: Roxanne McCarley Senior Product Marketer: Becky Brown Product Marketing Assistant: Marianela Silvestri Manager of Field Marketing, Business Publishing: Adam Goldstein Field Marketing Manager: Nicole Price Vice President, Production and Digital Studio, Arts and Business: Etain O'Dea Director of Production, Business: Jeff Holcomb Managing Producer, Business: Melissa Feimer Content Producer: Michelle Zeng

Operations Specialist: Carol Melville Design Lead: Kathryn Foot Manager, Learning Tools: Brian Surette Content Developer, Learning Tools: Sarah Peterson Managing Producer, Digital Studio and GLP, Media Production and Development: Ashley Santora Managing Producer, Digital Studio: Diane Lombardo Digital Studio Producer: Monique Lawrence Digital Studio Producer: Alana Coles Project Managers: Susan McNally, Mary Sanger, Cenveo? Publisher Services Interior Design: Cenveo? Publisher Services Cover Design: Cenveo? Publisher Services Cover Art: Cenveo? Publisher Services Printer/Binder: LSC Communications, Inc./General Cover Printer: Phoenix Color/Hagerstown

Copyright ? 2019, 2015, 2012 by Pearson Education, Inc. or its affiliates. All Rights Reserved. Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit permissions/.

Acknowledgments of third-party content appear on the appropriate page within the text. Hexagon image on pages 2, 120, 246, 344, 478: phyZick/Shutterstock

PEARSON, ALWAYS LEARNING, and MYLAB are exclusive trademarks owned by Pearson Education, Inc. or its affiliates in the U.S. and/or other countries.

Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson's products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors.

Library of Congress Cataloging-in-Publication Data Names: Moriarty, Sandra E. (Sandra Ernst) author. | Mitchell, Nancy, author. Title: Advertising & IMC: principles & practice/Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-

Lincoln, Charles Wood, University of Tulsa, William Wells, University of Minnesota. Other titles: Advertising and IMC Description: Eleventh Edition. | New York: Pearson, [2017] | Revised edition of Advertising & IMC, [2015] | Includes bibliographical

references and index. Identifiers: LCCN 2017044442 | ISBN 9780134480435 | ISBN 0134480430 Subjects: LCSH: Advertising. Classification: LCC HF5823 .W455 2017 | DDC 659.1--dc23 LC record available at

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ISBN 10: 0-13-448043-0 ISBN 13: 978-0-13-448043-5

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The Eleventh Edition is dedicated to all the students who have inspired us with their questions and ideas and all the colleagues who have challenged us with new thoughts and new findings. Most of all we dedicate this book to all our many contributors--the students, graduates, professors, and professionals who have contributed their thoughts, creative work, and professional experience to this edition.

Sandra Moriarty, Nancy Mitchell, and Charles Wood

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