Published by Pearson (September 18, 2020) © 2019
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage various types of consumers. The text covers advertising, PR, direct marketing, promotion, and more. It uses examples of award-winning brand campaigns, expert contributions, and enduring principles to show you how to execute integrated marketing communications.
And with a new author, the 11th Edition features a significant reorganization and revision of the material. You'll see different marketing communications in action and how they all work together to better connect with customers.
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