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.
New To This Edition
1.More In-Depth IMC Focus.
2.New Evaluation Chapter (and Author).
3.New Examples of Award-Winning Brand Communication Campaigns.
4.New Faces, New Cases, New Brands.
5.Contributions from Experts around the World.
