J. Craig Andrews/Terence A. Shimp
About This Product
Help students explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. Comprehensive treatment of the fundamentals focuses on advertising and sales promotion, including planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. Readers focus on emerging topics, such as the popularity of apps, social media outlets, online and digital practices, and viral communications, and their impact on traditional marketing. Revisions make this edition the most current IMC text on the market with must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing; and memorable advertising campaigns.