ISE Advertising and Promotion: An Integrated Marketing Communications Perspective

About this book

Today we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such this comprehensive latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples -Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout -Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.