Advertising & IMC Principles and Practice Global Edition 10th by Sandra Moriarty
ISBN-13: 9781292017396
ISBN-10: 1292017392
For introductory courses in advertising
An accessible, well-written, and student-friendly approach to advertising.
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 students through an accessible, well-written approach. The Tenth 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.
