Advertising & IMC Principles & Practice, 11th Edition
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Book Description:
“Explore modern advertising with ‘Advertising & IMC: Principles & Practice, 11th Edition’ by Michael R. Solomon. This updated guide covers digital and social media marketing, offering a mix of theory and practical case studies. Essential for students of advertising.”
Advertising & IMC: Principles & Practice, 11th Edition
Author: Michael R. Solomon
Publisher: Pearson
ISBN: 978-0136879428
Introductory Content:
Advertising & IMC: Principles & Practice, 11th Edition, written by Michael R. Solomon, a leading expert in the field, provides a comprehensive overview of modern advertising and integrated marketing communications (IMC). This edition captures the latest trends and advancements such as digital media, social media, and mobile marketing. Students are offered a unique blend of theoretical and practical knowledge essential for understanding the complex landscape of modern advertising.
The book covers various areas including types of advertising media, the creative process, media planning, and the measurement of advertising effectiveness. With detailed discussions on ethical and legal issues as well as the societal role of advertising, this text ensures a holistic understanding for its readers. Real-world examples, case studies, interactive exercises, and simulations are incorporated to enhance learning, making it an invaluable resource for students in the field.
Key Features:
- Updated with the latest trends and advancements in the advertising and IMC industry
- Comprehensive overview of the principles and practices of modern advertising
- Unique blend of theoretical and practical knowledge
- Includes real-world examples and case studies
- Interactive exercises and simulations to enhance student learning
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