Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing) 11th Edition
Summary: “Advertising and Promotion: An Integrated Marketing Communications Perspective” provides a comprehensive overview of advertising and promotional strategies in the context of integrated marketing communications (IMC). Covering traditional and digital media channels, the book explores the principles, practices, and techniques used to create effective advertising campaigns and promotional messages. With a focus on consumer behavior, market segmentation, branding, and communication strategies, this edition equips readers with the knowledge and skills needed to develop cohesive and impactful marketing communications plans.
Authors: George E. Belch, Michael A. Belch
Publisher: McGraw-Hill Education