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This book discusses the role of advertising and promotion in modern marketing. It explains how to effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs. Topics covered include advertising, consumer behaviour, communications, marketing, sale…
"To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Pers…
Propaganda and Persuasion, Sixth Edition, by Garth S. Jowett and Victoria O'Donnell, is the only book of its kind to comprehensively cover the history of propaganda and offer insightful definitions and methods to analyze it. Fascinating examples, from ancient times to present da…
For courses in Advertising. Integrated advertising and marketing communications taught through real-life application Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communi…
Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.
Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. This handbook prese…
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertis…