Advertising & IMC: Principles and Practice, Global Edition - Softcover

Moriarty, Sandra; Mitchell, Nancy D; Wells, William D

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9781292017396: Advertising & IMC: Principles and Practice, Global Edition

Softcover

ISBN 10: 1292017392 ISBN 13: 9781292017396

Publisher: Pearson Education, 2014

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For introductory courses in advertising

An accessible, well-written, and student-friendly 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 students through an accessible, well-written approach. The Tenth 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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