Advertising and Integrated Brand Promotion FROM THE PUBLISHER
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
FROM THE CRITICS
Booknews
This introductory textbook looks at the role of advertising in business and society, focuses on the various components of an advertising effort, and offers a framework for integrating them into a brand promotion campaign. Major sections discuss the analysis of the advertising environment, preparing the message, and placing ads in conventional and new media. Case studies illustrate the varies stages of campaign development. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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