Integrated advertising, promotion, and marketing communications (Sixth edition.)

For undergraduate Advertising and Integrated Marketing Communication courses.

This Global Edition has been edited to include enhancements making it more relevant to students outside the United States

Examine advertising and promotions through the lens of integrated marketing communications.

The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.