Integrated Advertising, Promotion, and Marketing Communications

ISBN 13:
9780132538961
ISBN 10:
0132538962
Edition: 5th
Format: Paperback
Copyright: 12/27/2010
Publisher: Prentice Hall
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Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.