Advertising & IMC: Principles and Practice [Hardcover]

Sandra Moriarty, PhD, Professor Emerita, University of Colorado Boulder

Moriarty is the cofounder of the Integrated Marketing Communication graduate program at the University of Colorado. Now retired, she has also taught at Michigan State University, University of Kansas, and Kansas State University, where she earned her PhD in education. She specialized in teaching the campaign course and courses on the creative side -- both writing and design. She has worked in government public relations, owned an advertising and public relations agency, directed a university publications program, and edited a university alumni magazine. She has been a consultant on integrated marketing communication with agencies such as BBDO and Dentsu, the largest advertising agency in the world, and with their clients in the United States, Europe, and Asia. Professor Moriarty has published widely in scholarly journals on marketing communication and visual communication topics and has authored 12 books on advertising, integrated marketing communications, marketing, visual communication, and typography. A classic book on integrated marketing,Driving Brand Value, was written with coauthor Tom Duncan. Most recently she has authored theScience and Art of Brandingwith Giep Franzen, University of Amsterdam. International versions of her books include Spanish, Chinese, Taiwanese, Korean, Japanese, and an English-language version for India. She has spoken to groups and presented seminars in most European countries, as well as Mexico, Japan, Korea, India, New Zealand, and Turkey.

Nancy Mitchell,PhD, Professor, University of Nebraska-Lincoln

Mitchell is professor of advertising in the College of Journalism and Mass Communications at the University of Nebraska-Lincoln, where she’s taught since 1990. She served as chair of the advertls