This product is the “big version” (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses.
The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date. All data, examples,statistics, images and vignettes updated to reflect the latest information available. There is also significantly more coverage of digital and social media, consumer privacy and data protection, ethics, diversity and global.
- ISBN13 9781260570830
- Publish Date 11 March 2020 (first published 16 April 2016)
- Publish Status Out of Print
- Out of Print 3 September 2024
- Publish Country US
- Imprint McGraw-Hill Education
- Edition 16th edition
- Format Paperback
- Pages 736
- Language English