Introduction to Advertising and Promotion
An Integrated Marketing Communications Perspective
4th Edition
Published in November 1997
Book
Paperback/Softback
800 pages
978-0-07-115207-5 (ISBN)
Description
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
More details
Edition
4th Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 230 mm
Weight
1580 gr
ISBN-13
978-0-07-115207-5 (9780071152075)
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Schweitzer Classification
Content
The role of the IMC in marketing; integrated marketing programme situation analysis; analyzing the communications process; objectives and budgeting for integrated marketing communications programmes; developing the integrated marketing communications programme; monitoring, evaluating and control; special topics and perspectives.