For introductory courses in advertising. An accessible, well written, and student friendly approach to advertising. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. 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 : Introducyion
Part 2 : How markets work
Part 3 : Households' choices
Part 4 : Firms and markets
Part 5 : Market failure and government
Part 6 : Factor markets, inequality and uncertainty
Part 7 : Monitoring maroeconomic performance
Part 8 : Macroeconomic trends
Part 9 : Macroeconomic fkuctuations
Part 10 : Macroeconomic Policy