• Advertising and IMC: Principles and Practice (11th Edition)

• ISBN-13: 9780134481555
• Edition: 11th

Advertising and IMC: Principles and Practice, 11th Edition, offers a comprehensive exploration of advertising principles and integrated marketing communications (IMC). This book provides a current and insightful look into advertising, covering traditional and digital strategies. Through real-world examples and case studies, readers gain a practical understanding of developing effective advertising campaigns and integrating marketing communication tools to achieve business objectives. It explores key topics like consumer behavior, market research, creative strategy, media planning, and campaign evaluation, equipping students with essential skills for success.