Advertising and promotion : an integrated marketing communications
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles :
Sage Publications ,
c2010
|
| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- 1. Introducing advertising and promotions: an integrated marketing communications approach
- 2. Theorizing advertising and promotion
- 3. The brand and integrated marketing communications planning
- 4. Advertising agencies: creative work and management processes
- 5. Promotional media in the digital age
- 6. Non-advertising promotion in integrated marketing communication
- 7. International advertising
- 8. Advertising: ethics and regulations
- 9. Advertising research
- 10. Integrating e-Marketing and advertising