Advertising & IMC: Principles and Practice, Global Edition

Advertising & IMC: Principles and Practice is a textbook for introductory advertising courses that emphasizes the strategic use of communications to engage consumers. It covers advertising, public relations, direct marketing, promotion, and more, and features a significant reorganisation and revision of the material to prepare students for the latest industry practices.

Format: Paperback / softback
Length: 664 pages
Publication date: 25 December 2018
Publisher: Pearson Education Limited

Advertising & IMC: Principles and Practice is a comprehensive textbook designed for courses in introductory advertising. Its primary objective is to enhance the relevancy and effectiveness of marketing communications, encompassing a wide range of communication channels such as advertising, public relations, direct marketing, promotion, and more. By leveraging examples of award-winning brand campaigns, insights from industry experts, and enduring principles and practices, Advertising & IMC provides students with a practical guide to executing integrated marketing communications.

In its 11th Edition, this textbook undergoes a significant reorganisation and revision, thanks to the addition of a new author to the team. The revised edition not only delves into the various types of marketing communication possible but also emphasises their strategic application, integration with strategy and planning, and the interconnected nature of these areas. This ensures that students are well-equipped to navigate the latest industry practices and thrive in their future careers.

Advertising & IMC: Principles and Practice is divided into eight chapters, each focusing on a specific aspect of marketing communication. The first chapter introduces the fundamentals of advertising, including its history, objectives, and various forms. It also explores the role of advertising in shaping consumer behavior and the importance of creating effective advertising campaigns.

The second chapter delves into public relations, highlighting its role in building and maintaining a positive reputation for a brand. It discusses the strategies used in public relations, such as media relations, crisis management, and social media, and how they contribute to building brand equity and reputation.

The third chapter explores direct marketing, which involves reaching out to individual consumers directly through various channels, such as email, phone, or mail. It discusses the advantages and disadvantages of direct marketing, as well as the techniques used to create targeted and personalized marketing messages.

The fourth chapter focuses on promotion, which encompasses a wide range of activities designed to increase awareness, interest, and demand for a product or service. It discusses the different types of promotion, such as advertising, sales promotion, public relations, and personal selling, and how they are integrated into an overall marketing communication strategy.

The fifth chapter explores the role of branding in marketing communication. It discusses the concept of branding, its importance in creating a unique and differentiated market position, and the strategies used to develop and maintain a strong brand identity.

The sixth chapter examines the impact of digital media on marketing communication. It discusses the rise

Advertising & IMC: Principles and Practice is a comprehensive textbook designed for courses in introductory advertising. Its primary objective is to enhance the relevancy and effectiveness of marketing communications, encompassing a wide range of communication channels such as advertising, public relations, direct marketing, promotion, and more. By leveraging examples of award-winning brand campaigns, insights from industry experts, and enduring principles and practices, Advertising & IMC provides students with a practical guide to executing integrated marketing communications.

In its 11th Edition, this textbook undergoes a significant reorganisation and revision, thanks to the addition of a new author to the team. The revised edition not only delves into the various types of marketing communication possible but also emphasises their strategic application, integration with strategy and planning, and the interconnected nature of these areas. This ensures that students are well-equipped to navigate the latest industry practices and thrive in their future careers.

Advertising & IMC: Principles and Practice is divided into eight chapters, each focusing on a specific aspect of marketing communication. The first chapter introduces the fundamentals of advertising, including its history, objectives, and various forms. It also explores the role of advertising in shaping consumer behavior and the importance of creating effective advertising campaigns.

The second chapter delves into public relations, highlighting its role in building and maintaining a positive reputation for a brand. It discusses the strategies used in public relations, such as media relations, crisis management, and social media, and how they contribute to building brand equity and reputation.

The third chapter explores direct marketing, which involves reaching out to individual consumers directly through various channels, such as email, phone, or mail. It discusses the advantages and disadvantages of direct marketing, as well as the techniques used to create targeted and personalized marketing messages.

The fourth chapter focuses on promotion, which encompasses a wide range of activities designed to increase awareness, interest, and demand for a product or service. It discusses the different types of promotion, such as advertising, sales promotion, public relations, and personal selling, and how they are integrated into an overall marketing communication strategy.

The fifth chapter explores the role of branding in marketing communication. It discusses the concept of branding, its importance in creating a unique and differentiated market position, and the strategies used to develop and maintain a strong brand identity.

The sixth chapter examines the impact of digital media on marketing communication. It discusses the
Advertising & IMC: Principles and Practice is a comprehensive textbook designed for courses in introductory advertising. Its primary objective is to enhance the relevancy and effectiveness of marketing communications, encompassing a wide range of communication channels such as advertising, public relations, direct marketing, promotion, and more. By leveraging examples of award-winning brand campaigns, insights from industry experts.

In its 11th Edition, this textbook undergoes a significant reorganisation and revision, thanks to the addition of a new author to the team. The revised edition not only delves into the various types of marketing communication possible but also emphasises their strategic application, integration with strategy and planning, and the interconnected nature of these areas. This ensures that students are well-equipped to navigate the latest industry practices and thrive in their future careers.

Advertising & IMC: Principles and Practice is divided into eight chapters, each focusing on a specific aspect of marketing communication. The first chapter introduces the fundamentals of advertising, including its history, objectives, and various forms. It also explores the role of advertising in shaping consumer behavior and the importance of creating effective advertising campaigns.

The second chapter delves into public relations, highlighting its role in building and maintaining a positive reputation for a brand. It discusses the strategies used in public relations, such as media relations, crisis management, and social media, and how they contribute to building brand equity and reputation.

The third chapter explores direct marketing, which involves reaching out to individual consumers directly through various channels, such as email, phone, or mail. It discusses the advantages and disadvantages of direct marketing, as well as the techniques used to create targeted and personalized marketing messages.

The fourth chapter focuses on promotion, which encompasses a wide range of activities designed to increase awareness, interest, and demand for a product or service. It discusses the different types of promotion, such as advertising, sales promotion, public relations, and personal selling, and how they are integrated into an overall marketing communication strategy.

The fifth chapter explores the role of branding in marketing communication. It discusses the concept of branding, its importance in creating a unique and differentiated market position, and the strategies used to develop and maintain a strong brand identity.

The sixth chapter examines the impact of digital media on marketing communication. It discusses the
Advertising & IMC: Principles and Practice is a comprehensive textbook designed for courses in introductory advertising. Its primary objective is to enhance the relevancy and effectiveness of marketing communications, encompassing a wide range of communication channels such as advertising, public relations, direct marketing, promotion, and more. By leveraging examples of award-winning brand campaigns, insights from industry experts, and enduring principles and practices, Advertising & IMC provides students with a practical guide to executing integrated marketing communications.

In its 11th Edition, this textbook undergoes a significant reorganisation and revision, thanks to the addition of a new author to the team. The revised edition not only delves into the various types of marketing communication possible but also emphasises their strategic application, integration with strategy and planning, and the interconnected nature of these areas. This ensures that students are well-equipped to navigate the latest industry practices and thrive in their future careers.

Advertising & IMC: Principles and Practice is divided into eight chapters, each focusing on a specific aspect of marketing communication. The first chapter introduces the fundamentals of advertising, including its history, objectives, and various forms. It also explores the role of advertising in shaping consumer behavior and the importance of creating effective advertising campaigns.

The second chapter delves into public relations, highlighting its role in building and maintaining a positive reputation for a brand. It discusses the strategies used in public relations, such as media relations, crisis management, and social media, and how they contribute to building brand equity and reputation.

The third chapter explores direct marketing, which involves reaching out to individual consumers directly through various channels, such as email, phone, or mail. It discusses the advantages and disadvantages of direct marketing, as well as the techniques used to create targeted and personalized marketing messages.

The fourth chapter focuses on promotion, which encompasses a wide range of activities designed to increase awareness, interest, and demand for a product or service. It discusses the different types of promotion, such as advertising, sales promotion, public relations, and personal selling, and how they are integrated into an overall marketing communication strategy.

The fifth chapter explores the role of branding in marketing communication. It discusses the concept of branding, its importance in creating a unique and differentiated market position, and the strategies used to develop and maintain a strong brand identity.

The sixth chapter examines the impact of digital media on marketing communication. It discusses the
Advertising & IMC: Principles and Practice is a comprehensive textbook designed for courses in introductory advertising. Its primary objective is to enhance the relevancy and effectiveness of marketing communications, encompassing a wide range of communication channels such as advertising, public relations, direct marketing, promotion, and more. By leveraging examples of award-winning brand campaigns, insights from industry experts, and enduring principles and practices, Advertising & IMC provides students with a practical guide to executing integrated marketing communications.

In its 11th Edition, this textbook undergoes a significant reorganisation and revision, thanks to the addition of a new author to the team. The revised edition not only delves into the various types of marketing communication possible but also emphasises their strategic application, integration with strategy and planning, and the interconnected nature of these areas. This ensures that students are well-equipped to navigate the latest industry practices and thrive in their future careers.

Advertising & IMC: Principles and Practice is divided into eight chapters, each focusing on a specific aspect of marketing communication. The first chapter introduces the fundamentals of advertising, including its history, objectives, and various forms. It also explores the role of advertising in shaping consumer behavior and the importance of creating effective advertising campaigns.

The second chapter delves into public relations, highlighting its role in building and maintaining a positive reputation for a brand. It discusses the strategies used in public relations, such as media relations, crisis management, and social media, and how they contribute to building brand equity and reputation.

The third chapter explores direct marketing, which involves reaching out to individual consumers directly through various channels, such as email, phone, or mail. It discusses the advantages and disadvantages of direct marketing, as well as the techniques used to create targeted and personalized marketing messages.

The fourth chapter focuses on promotion, which encompasses a wide range of activities designed to increase awareness, interest, and demand for a product or service. It discusses the different types of promotion, such as advertising, sales promotion, public relations, and personal selling, and how they are integrated into an overall marketing communication strategy.

The fifth chapter explores the role of branding in marketing communication. It discusses the concept of branding, its importance in creating a unique and differentiated market position, and the strategies used to develop and maintain a strong brand identity.

The sixth chapter examines the impact of digital media on marketing communication. It discusses the
Advertising & IMC: Principles and Practice is a comprehensive textbook designed for courses in introductory advertising. Its primary objective is to enhance the relevancy and effectiveness of marketing communications, encompassing a wide range of communication channels such as advertising, public relations, direct marketing, promotion, and more. By leveraging examples of award-winning brand campaigns, insights from industry experts, and enduring principles and practices, Advertising & IMC provides students with a practical guide to executing integrated marketing communications.

In its 11th Edition, this textbook undergoes a significant reorganisation and revision, thanks to the addition of a new author to the team. The revised edition not only delves into the various types of marketing communication possible but also emphasises their strategic application, integration with strategy and planning, and the interconnected nature of these areas. This ensures that students are well-equipped to navigate the latest industry practices and thrive in their future careers.

Advertising & IMC: Principles and Practice is divided into eight chapters, each focusing on a specific aspect of marketing communication. The first chapter introduces the fundamentals of advertising, including its history, objectives, and various forms. It also explores the role of advertising in shaping consumer behavior and the importance of creating effective advertising campaigns.

The second chapter delves into public relations, highlighting its role in building and maintaining a positive reputation for a brand. It discusses the strategies used in public relations, such as media relations, crisis management, and social media, and how they contribute to building brand equity and reputation.

The third chapter explores direct marketing, which involves reaching out to individual consumers directly through various channels, such as email, phone, or mail. It discusses the advantages and disadvantages of direct marketing, as well as the techniques used to create targeted and personalized marketing messages.

The fourth chapter focuses on promotion, which encompasses a wide range of activities designed to increase awareness, interest, and demand for a product or service. It discusses the different types of promotion, such as advertising, sales promotion, public relations, and personal selling, and how they are integrated into an overall marketing communication strategy.

The fifth chapter explores the role of branding in marketing communication. It discusses the concept of branding, its importance in creating a unique and differentiated market position, and the strategies used to develop and maintain a strong brand identity.

The sixth chapter examines the impact of digital media on marketing communication. It discusses the

Weight: 1284g
Dimension: 271 x 215 x 14 (mm)
ISBN-13: 9781292262062
Edition number: 11 ed