Advertising & IMC: Principles & Practice - Tapa dura

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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.

 

0133763536 / 9780133763539 Advertising & IMC: Principles and Practice Plus NEW MyMarketLab with Pearson eText -- Access Card Package

Package consists of

0133506886 / 9780133506884 Advertising & IMC: Principles and Practice

0133575950 / 9780133575958 NEW MyMarketingLab with Pearson eText - Access Card - for Advertising

Sandra Moriarty teaches in the integrated marketing communications graduate program at the University of Colorado, Boulder. Previously she taught in the department of advertising at Michigan State University and at the University of Kansas. Moriarty has also owned her own advertising and public relations agency, worked as a chief copywriter and public relations consultant and served as director of a university publications program. She has authored six other books on marketing-related topics.

Tom Duncan is the director of the integrated marketing communications graduate program at the University of Colorado, Boulder. Previously he taught advertising and marketing at Ball State University. During 15 years of working for companies such as Leo Burnett and Beatrice Foods, Tom has prepared and given advertising presentations throughout the United States and in England, China, and Japan. He has conducted seminars on advertising and marketing communications in Europe and the Far East.

Nancy Mitchell is associate professor of history at North Carolina State University.