Contemporary Advertising and Integrated Marketing Communications:
Summary: “Contemporary Advertising and Integrated Marketing Communications” provides a comprehensive overview of advertising and marketing communications in today’s digital age. The book covers key topics such as advertising strategy, creative development, media planning, digital marketing, and integrated marketing communications (IMC). It explores how advertisers can effectively reach target audiences, build brand awareness, and generate customer engagement across multiple platforms and channels. With its focus on the latest trends, technologies, and best practices in advertising and marketing, this textbook serves as an essential resource for students, practitioners, and anyone interested in the field of advertising and marketing communications.
Authors: William F. Arens, Michael F. Weigold, and Christian Arens are among the authors of this book.
Publisher: McGraw-Hill Education
Publication Year: 2019
ISBN-10: 1259548155
ISBN-13: 978-1259548154