莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_12.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 12Media BasicsCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesExplain how various media work in marketing communication and how the industry is organized.Describe the key strategic media concepts.Discuss why and how the media landscape is changing Chapter Opener: An Axe Campaign for MillennialsThis Axe campaign declared to men: “The magic isn’t in the can, it’s in you.” This message reflects emerging cultural definitions of masculinity, dating, and