Advertising & IMC: Principles and Practice by Sandra Moriarty
Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to readers through an accessible, well-written approach.
The ninth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.