Description
Advertising and Promotion is a cutting-edge textbook that offers a comprehensive exploration of the challenges faced by traditional media in the digital era. With a focus on evolving consumer behavior, the book analyzes the implications of changing media consumption patterns on Integrated Marketing Communication (IMC) strategies.
Ethical, global, and digital/social media perspectives are seamlessly integrated throughout the text, providing a holistic understanding of modern marketing communications. The book emphasizes the integration of advertising with other promotional-mix elements, highlighting their collective contribution to effective IMC strategies and business success.
Reviews
There are no reviews yet