ADVERTISING AND PROMOTION, 12TH EDITION

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text. Salient Features: Chapter Openers: New opening cases on important and recent issues such as the shift from traditional to digital media, growth of online dating, use of influencers in marketing, use of storytelling as a trending research method, etc.