Advertising and Promotion: An Integrated Marketing Communications Perspective

Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates!\nContains Ethical, Global and Digital/Social Media Perspectives throughout\nExplores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics.   \nExtensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media.\nEmphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.\nMcGraw Hill’s Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0, Video Cases, Case Analyses, Application-based Activities and much more.