Advertising and Promotion: An Integrated Marketing Communications Perspective
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This university textbook explains how marketing communication has moved beyond the old model of big Madison Avenue agencies and single-channel campaigns. Its central idea is integrated marketing communications, in which a company combines advertising, public relations, direct marketing, online outreach, sales promotion and personal selling to deliver one consistent message to customers. Chapters walk readers through planning, media choice, brand positioning and measuring results in a fast-changing market. The package also includes a computer simulation built around the consumer electronics sector, where students make decisions about agencies, messages, media, research and budgets, either alone or against classmates.
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