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

Moriarty, Sandra; Mitchell, Nancy; Wood, Charles; Wells, William

Softcover

ISBN 10: 1292262060 ISBN 13: 9781292262062

Publisher: Pearson, 2019

Synopsis

For courses in introductory advertising.

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.

And with a new author joining the team, the 11th Edition features a significant reorganisation and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together ― ensuring students are prepared to deal with the latest industry practices in their future careers.

Edition details

• Publisher: Pearson
• Publication date: 2019
• Language: English
• ISBN 10: 1292262060
• ISBN 13: 9781292262062
• Binding: Paperback
• Number of pages: 664