Contemporary Advertising (Mcgraw-Hill/Irwin Series in Marketing)

Book Description

Contemporary Advertising is perhaps the most popular advertising text on the market. It is known for its current, real-world examples and clear writing style. As a result of market feedback and the author's knowledge of current trends in the field of advertising, the seventh edition places an increased emphasis on Integrated Marketing Communications (IMC) and the role of IMC in planning advertising strategy.