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Advertising & IMC: Principles and Practice, Global Edition

Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells · ISBN 9781292262062
Advertising & IMC: Principles and Practice, Global Edition | Zookal Textbooks | Zookal Textbooks
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Description

Publisher Pearson Education Heg USA
Author(s) Sandra Moriarty / Nancy Mitchell / Charles Wood / William Wells
Edition 11
Published 19th November 2018
Related course codes MKT570 - Integrated Marketing Communications

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.


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