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Advertising & IMC: Principles and Practice, Global Edition (11th Edition)

Cover Art for 9781292262062, Advertising & IMC: Principles and Practice, Global Edition (11th Edition) by Sandra Moriarty / Nancy Mitchell / William D. Wells / Charles Wood
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ISBN: 9781292262062
Publisher: Pearson
Published: 19 November, 2018
Format: Paperback
Language: English
Editions: 17 other editions of this product

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Advertising & IMC: Principles and Practice, Global Edition (11th Edition)

Hardcover Other Editions

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.

And with a new author joining the team, the 11th Edition features a significant reorganization and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together — ensuring students are prepared to deal with the latest industry practices in their future careers.

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