ADVERTISING AND INTEGRATED MARKETING COMMUNICATION, 1ED

Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice as well as planning and execution. The book introduces readers to the concept of integrated marketing communications and its major tools, techniques and media, with a special focus on advertising. Key Features: Coverage of all major communication tools including new age media such as the Internet, social media and mobile communication Inclusion of latest trends and research in communication such as TAM surveys, MIB regulations and ASCI decisions Exclusive sections on 'Creative execution in advertising' and 'Presentation skills' Indian orientation with numerous practical examples and case studies encompassing several industries and products Practical and hands-on approach, without compromising on theoretical or managerial aspects Rich pedagogical features such as summaries, exercises, critical thinking questions, integrated case study, instructors' website, etc