Advertising, promotion, and other aspects of integrated marketing communications

Abstract

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing.