Advertising & IMC: Principles & Practice
- ISBN-10
- 1292017392
- ISBN-13
- 9781292017396
- Series
- Advertising & IMC
- Category
- Advertising
- Pages
- 669
- Language
- English
- Published
- 2014-04-03
- Authors
- William D. Wells, Nancy Mitchell, Sandra Ernst Moriarty
Description
For introductory courses in advertising An accessible, well-written, and student-friendly approach to 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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