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Integrated Advertising, Promotion and Marketing Communications

4.07  ·  Rating Details ·  97 Ratings  ·  3 Reviews
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 readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by ...more
Paperback, 445 pages
Published December 27th 2010 by Prentice Hall (first published August 14th 2001)
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Lisa
Dec 09, 2012 Lisa rated it it was amazing
Recommends it for: Marketing instructors and students
Recommended to Lisa by: Assigned reading for professional certificate course
Integrated Advertising, Promotion and Marketing Communications was assigned reading for a recent class in Integrating the Marketing Message -- and was an excellent choice by the instructor. The chapters were organized in a way that made sense, particularly for a student like myself who had been away from the classroom for many years. I found the lead-in vignettes, integrated campaigns in action features, and examples of advertisements very helpful in expanding my understanding of the material. T ...more
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