Advertising & IMC: Principles and Practice

by Sandra E. Moriarty, Nancy D. Mitchell, William D. Wells

"For introductory courses in advertising." An accessible, well-written, and student-friendly approach to advertising." ""Advertising "tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. MyMarketingLab for "Advertising "is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams--resulting in better performance in the course--and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience--for you and your students. Here's how: Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication-multi-platform, as well as multimedia- and the discussion is embedded seamlessly throughout the book. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase "both" the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

Genres: Textbooks, Business

672 pages, Unbound

First published March 28, 2009

About the author

Sandra Ernst Moriarty

Reviews

[Kayla · Rating 3 out of 5]

Textbook for Principles of Advertising Class.

[Sonam Puri · Rating 5 out of 5]

amazing case studies.

[Hidayatullah Ibrahim · Rating 4 out of 5]

Great book for practitioners in Advertising and Marketing

[Betsy · Rating 2 out of 5]

I don’t ever expect a text book to be a stimulating read, but this one was incredibly boring and dry. It was far too wordy, which made it too long, which resulted in a lot of time wasted reading a bunch of unnecessary filler. This book could have been half the length and still included all relevant information. If teaching an advertising course, I’d highly advise finding a different source.

[Ottotan · Rating 4 out of 5]

Very general introduction of advertising

[Shreyansh Priyam · Rating 4 out of 5]

Nice Book

[Chrisvella · Rating 4 out of 5]

For a Class text it was pretty good. All my reading lately is for school.