Advertising and Integrated Brand Promotion

UNIQUE FOCUS KEEPS CONTENT RELEVANT FOR BUSINESS, COMMUNICATION OR ADVERTISING SCHOOLS. As this edition emphasizes brand integration and all aspects of the marketing toolkit, the authors apply their diverse professional experiences to clearly demonstrate how content applies to communication, advertising and business. Updates focus on the significance of content in all areas, while addressing the creative aspect of advertising, the strategy aspect and account planning.

FLEXIBLE CONTENT IS IDEAL FOR INTRODUCTORY TO UPPER-LEVEL COURSES. This edition provides timely insights and a depth of content that fits a variety of course requirements, from introduction to advertising or marketing principles courses to upper-level classes in advertising strategy, Integrated marketing communications, brand strategy or promotions.

CONTENT IS PRESENTED WITHIN A LARGER MARKETING AND BUSINESS CONTEXT. The authors focus on critical aspects of advertising as part of the larger field of marketing and integrated marketing communications. With this perspective students are able to personalize the information and explore applications for their individual professional needs.

UPDATES AND REVISIONS REFLECT TOP SCHOLARSHIP FROM LEADING JOURNALS. This edition identifies theories, trends and insights in the field supported by reliable research in publications such as the Journal of Marketing, Journal of Advertising, Journal of Advertising Research and the Journal of Consumer Research as well as modern practitioner outlets.