The text is known for its current examples, the author’s real-world experiences, and a clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point. The author continues to address the importance of Integrated Marketing Communications (IMC) in the field of advertising and how it impacts advertising strategies.
Feature Highlights
Excellent IMC coverage: IMC is introduced early in the text and numerous examples illustrate and reinforce its importance throughout
The Advertising Experience: These are hands-on end-of-chapter exercises and place students in advertisers’ shoes
Chapter-opening vignettes: These capture and hold students' interest. The vignettes are closely tied to chapter content and provide real-world examples that show advertising in action
Ethical Issues: These boxed readings introduce students to current topics and controversies in advertising, showing them the thought processes and decisions advertisers make each day
Checklists: located throughout the text, this feature stimulates memory, organize thinking, and reinforce important chapter topics, tools, and skills
Internet Exercises: each chapter features exercises that require students to access the World Wide Web and research the answers to questions relevant to the chapter topic
2006
Tata McGraw-Hill