Advertising & IMC: Principles and Practice, Global Edition, 11th edition

For courses in introductory advertising.

Increase the relevancy and effectiveness of marketing communications

Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.

And with a new author joining the team, the 11th Edition features a significant reorganization and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together — ensuring students are prepared to deal with the latest industry practices in their future careers.

MyLab Marketing is not included. Students, if MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Reach every student by pairing this text with MyLab Marketing

MyLabTM is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student

Effective strategies for the practical use of brand communications

• New - Author, Charles M. Wood, an associate professor of marketing at the Collins College of Business - University of Tulsa, brings his business and marketing insights to the 11th Edition.
• New - An introductory chapter on Marketing Communications helps students understand what the professional areas of IMC are and how these functions work. This chapter has been grouped with advertising at the front of the text to provide more comprehensive presentation of this important topic.
• Principles & Practice uses the Facets Model of Advertising Effects to explain the effectiveness of brand communication strategies and consumer responses.

An increased focus on relevancy and real-world examples

• New and Updated - Chapter-Opening Examples and Case Studies of Award-Winning Brand Communication Campaigns illustrate basic principles and best practices, showing students how professionals design and execute effective strategies that work.
• New - Topics discussed include the collection, manipulation, and use of data; artificial intelligence; virtual reality; and The Internet of Things, to familiarise students with the latest industry concepts and events.

Effective strategies for the practical use of brand communications

• Author, Charles M. Wood, an associate professor of marketing at the Collins College of Business - University of Tulsa, brings his business and marketing insights to the 11th Edition.
• An introductory chapter on Marketing Communications helps students understand what the professional areas of IMC are and how these functions work. This chapter has been grouped with advertising at the front of the text to provide more comprehensive presentation of this important topic.

An increased focus on relevancy and real-world examples

• Chapter-Opening Examples and Case Studies of Award-Winning Brand Communication Campaigns illustrate basic principles and best practices, showing students how professionals design and execute effective strategies that work.
• Topics discussed include the collection, manipulation, and use of data; artificial intelligence; virtual reality; and The Internet of Things, to familiarize students with the latest industry concepts and events.

MyLabTM Marketing is not included. Students, if MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Reach every student with MyLab

• Deliver trusted content: You deserve teaching materials that meet your own high standards for your course. That’s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust—and that keep your students engaged.
  • Mini Sims put students in business professional roles and give them the opportunity to apply course concepts as they develop decision-making skills through real-world business challenges.