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 ninth 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.
Part 1 Endure Principles In Times of Turmoil
Part 2 Principle: Be True to Thy Brand
Part 3 Practice: Where is Creative Headed?
Part 4 Practice: Where Are Media Heading?
Part 5 Practice: IMC and Total Communication