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 Tenth 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.

The New World of Marketing Communication; Integrated Brand Communication; Brand Communication and Society; How Brand Communication Works; Segmenting and Targeting the Audience; Strategic Research; Strategic Planning; Creative Strategy; Copywriting; Visual Communication; Media Basics; Traditional Media; Digital Media; Media Planning and Buying; Public Relations; Direct-Response; Promotions; The IMC Umbrella; Evaluation of Effectiveness

  For advertising professionals and business students concentrating in marketing or advertising.