For courses in introductory advertising.

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.

Also available with MyLab Marketing

MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted authors’ content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Learn more about MyLab Marketing.