Pearson ADVERTISING AND IMC : PRINCIPLES AND PRACTICE

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

APPROACH: An accessible and well-written 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 readers through an accessible, well-written approach.

The ninth 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.

Genres: Textbooks, Business

283 pages, Paperback

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.