Publisher's Synopsis
For undergraduate Advertising and Integrated Marketing Communication courses.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
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 students with the information they need to understand the process and benefits of successful IMC campaigns.
The fifth edition brings the material to life for students by incorporating professional perspectives and real-world campaign stories throughout the text.
