Advertising & IMC: Principles and Practice (What's New in Marketing)
by Sandra Moriarty, Nancy Mitchell, Charles Wood, William Wells
Advertising & IMC: Principles and Practice provides a structured foundation in advertising and integrated marketing communications. Linking core advertising concepts with broader marketing principles, it serves as an educational resource for understanding how communication practices fit within the marketing field.
About This Book
Advertising & IMC: Principles and Practice introduces key concepts in advertising and integrated marketing communications.
The book focuses on the principles and practices that connect advertising with the wider discipline of marketing.
It is designed as an educational resource for readers seeking a structured foundation in contemporary marketing communication.
Topics are presented through an approach that combines advertising knowledge with integrated marketing communication perspectives.
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