ISBN-13: 9781292222691

The book “Integrated Advertising, Promotion, and Marketing Communications” provides a comprehensive overview of the key concepts and strategies in the field of advertising, promotion, and marketing communications. The 8th global edition covers the latest trends and developments in the industry, offering insights into how companies can effectively reach their target audience and achieve their marketing goals.

The book explores the importance of integrating advertising, promotion, and marketing communications to create a cohesive and effective marketing strategy. It discusses the various tools and techniques available to marketers, including traditional advertising, digital marketing, social media, public relations, and more. Readers will learn how to develop integrated marketing campaigns that leverage multiple channels to maximize reach and impact.

In addition, the book delves into the ethical and legal considerations that marketers must take into account when developing advertising and promotional campaigns. It also addresses the role of consumer behavior and market research in shaping marketing strategies.

“Integrated Advertising, Promotion, and Marketing Communications” is a valuable resource for students, professionals, and anyone interested in understanding the complexities of modern marketing communications.

This edition retains the full content with the added advantage of portability, allowing readers to easily access and engage with the material from any device, whether in a classroom or during fieldwork.