Contemporary Advertising and Integrated Marketing Communications
Summary: “Contemporary Advertising and Integrated Marketing Communications” offers a comprehensive overview of the dynamic field of advertising and marketing communications. This edition covers key topics such as advertising strategy, media planning, creative development, digital marketing, and integrated marketing communications (IMC). With insights from industry professionals and case studies showcasing real-world campaigns, the book provides students and practitioners with the knowledge and skills needed to navigate the evolving landscape of advertising and marketing. Whether you’re a student of marketing, advertising, or a related field, or a marketing professional seeking to stay updated on industry trends, this edition serves as an essential resource for understanding and implementing effective advertising and IMC strategies.
Author Information: The authors of “Contemporary Advertising and Integrated Marketing Communications,” William F. Arens and Michael F. Weigold, are likely experienced educators and practitioners in the field of advertising and marketing with expertise in marketing communication strategies.
Publisher: McGraw-Hill Education
Publication Year: 2021
ISBN-10: 1260711469
ISBN-13: 978-1260711463