The book Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

An overview of advertising and marketing, the impact of socio-economic factors on advertising and the role of policies and regulations on advertising. An overview of the advertising industry and its role in business. Knowledge of customer behavior research for the advertising process and the relationship between advertising and customer decisions. Advertising and marketing techniques from planning to advertising. Informational links in advertising

This commonsense guide lets you develop your brand with the same techniques and technologies as the big players—but without all the cost. You’ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product

The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm

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