Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media...

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Bibliographic Details
Main Authors: Belch, George E. (Author), Belch, Michael A. (Author)
Format: Book
Language:English
Published: Boston McGraw Hill 2004
Edition:Sixth edition
Subjects:
Online Access:Click Here to View Status and Holdings.
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