Advertising & IMC: Principles and Practice, Global Edition (9781292262062)

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.

Product details

• Format Paperback | 664 pages
• Dimensions 213 x 274 x 23mm | 1,260g
• Publication date 01 Jan 2019
• Publisher Pearson Education Limited
• Publication City/Country Harlow, United Kingdom
• Language English
• Edition Statement 11th edition
• ISBN10 1292262060
• ISBN13 9781292262062
• Bestsellers rank 3,260,597

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