Advertising & IMC: Principles and Practice, Global Edition

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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