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Loose Leaf for Advertising and Promotion
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ISBN13: 9781266854668
Publisher: McGraw-Hill Companies
Published: Sep 5 2023
Pages: 864
Weight: 3.40
Height: 1.20 Width: 8.30 Depth: 10.80
Language: English
Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics.
Extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media.
Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
McGraw Hill's Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0, Video Cases, Case Analyses, Application-based Activities and much more.
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