Advertising and Promotion: An Integrated Marketing Communications Perspective
Book Summary:
This text book introduces students to advertising and promotion with an integrated marketing communications (IMC) perspective. Providing instructors and students with comprehensive coverage, the new streamlined edition shows students how to plan and construct an IMC plan better than any other product on the market – through the IMC perspective, current Canadian examples, Canadian data, decision oriented framework, increased social media integration, current theories, and increased amount of visual figures and exhibits.
ISBN: 9780070891302
Authors:
George E. Belch, Michael A. Belch, Michael A. Guolla
