This new edition of contemporary Advertising and Integrated Marketing Communications continues to provide the type of comprehensive coverage that instructors and students have come to expect from the book. In the 12th edition we debuted our People behind the Ads feature, which helps to introduce students to some of the important individuals from advertising’s past and present. The group includes historical giants, living legends, and fresh new faces that are help8ing to change the profession. For the 13th edition we introduce three more exciting features which, like “People behind the Ads,” are intended to help the ideas and concepts of the book come alive for students.
Part 1 Advertising Perspectives
Part 2 Crafting Marketing and Advertising Strategies
Part 3 Creating Advertisements and Commercials
Part 4 Using Advertising Media
Part 5 Integrating Advertising