Moriarty, Sandra E. <br/><br/>
Advertising & IMC :  principles & practice / 
Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lİncoln, William Wells, University of Minnesota. 
 - Global edition / Ninth edition. 
 - 685 pages :  illustrations (chiefly color) ;  29 cm. 
<br/><br/>Includes bibliographical references  (pages 656-668) and index. 
<br/><br/> For introductory courses in advertising. An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication--as well as the implications of these changes to traditional practice--and presents them to students through an accessible, well-written approach. The ninth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. 
<br/><br/><label>ISBN: </label>9780273752929 (paperback) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5823  / .W455 2012