Advertising & IMC: Principles and Practice, 9th Edition

An accessible and well-written approach to advertising. Advertising tracks the changes in todays dynamic world of media and marketing communicationas well as the implications of these changes to traditional practiceand presents them to readers through an accessible well-written approach. The ninth edition highlights the increasing importance of consumers as the driving force in todays advertising strategies social media and the Internet evolution/revolution. It also includes an increased IMC and brand focus.