莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_02.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 2AdvertisingCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key Objectives Describe the practice of advertising.Explain the evolution of the key concepts of advertising.Identify the key players and jobs within agencies.Discuss changes in the practice of advertising. Chapter Opener: Gatorade Covers all the BasesNo sweat. You just don’t make the cut. In the “C-Store” campaign, that’s the reason customers who don’t reek of athleticism are cut from the Gatorade tea