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Advertising & IMC: Principles and Practice, Global Edition

Advertising & IMC: Principles and Practice, Global Edition

ISBN 9781292017396
Edition 10
Publication Date
Publisher P&C Business
Author(s)
Overview

For introductory courses in 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.

 

Overview

For introductory courses in 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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