Advertising & IMC: Principles and Practice

Advertising & IMC: Principles and Practice
ISBN-10
0132998203
ISBN-13
9780132998208
Series
Advertising & IMC
Category
Business & Economics
Pages
688
Language
English
Published
2011-11-21
Publisher
Pearson Higher Ed
Authors
William D. Wells, Sandra Moriarty, Nancy D Mitchell

Description

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. An accessible and well-written approach to advertising. Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to readers through an accessible, well-written approach. The ninth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

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