Advertising & IMC: Principles and Practice

An accessible and well-written 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 readers through an accessible, well-written approach. The ninth 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.