Author Description

Pearson+ gives you access to much more than your eTextbook. Most titles also include audiobooks, study notes, flashcards and more to help you thrive in the classroom. For advertising courses. Increase the relevancy and effectiveness of marketing communications Advertising & IMC: Principles and Practice presents the strategic use of communications to engage various types of consumers. The text covers advertising, PR, direct marketing, promotion, and more. It uses examples of award-winning brand campaigns, expert contributions, and enduring principles to show students how to execute integrated marketing communications (IMCs). And with a new author, the 11th Edition features a significant reorganization and revision of the material. Students will see different marketing communications in action and how they all work together to better connect with customers.