9780132606318

Advertising & IMC Principles and Practice Plus New MyMarketingLab with Pearson eText -- Access Card Package

  • ISBN 13:

    9780132606318

  • ISBN 10:

    0132606313

  • Edition: 9th
  • Format: Package
  • Copyright: 06/05/2012
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

<>An accessible and well-written approach to advertising. Advertisingtracks the changes in today's dynamic world of media and marketing communicationas well as the implications of these changes to traditional practiceand 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.

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