Description

Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice as well as planning and execution. The book introduces readers to the concept of integrated marketing communications, and its major tools, techniques and media, with a special focus on advertising. Salient Features • Coverage of all major communication tools including new age media such as the Internet, social media, and mobile communication • Inclusion of latest trends and research in communication such as TAM surveys, MIB regulations, and ASCI decisions • Exclusive sections on ‘Creative execution in advertising’ and ‘Presentation skills’ • Indian orientation with numerous practical examples and case studies encompassing several industries and products • Practical and hands-on approach, without compromising on theoretical or managerial aspects • Rich pedagogical features such as summaries, exercises, critical thinking questions, integrated case study, instructors’ website, etc.

More Details about Advertising And Integrated Marketing Communications

General Information  
Author(s)Kruti Shah
PublisherMcGraw Hill
ISBN9781259026058
Pages725
BindingSoft Cover
LanguageEnglish
Publish YearJanuary 2014