ADVERTISING AND IMC : PRINCIPLES AND PRACTICE

APPROACH: 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.