Advertising and Promotion: Effective Marketing Communication

To succeed in today’s competitive landscape, mastering effective marketing communication through advertising and promotion is essential. Advertising and Promotion: Effective Marketing Communication offers a comprehensive guide to this dynamic field.

This book takes you from the fundamental concepts and historical evolution of advertising and promotion through to the strategic approaches needed in the modern era. You’ll explore the crucial role of Integrated Marketing Communication (IMC), understand how advertising agencies function, and delve into key areas like media infrastructure, international advertising, and the critical importance of ethics. With a strong focus on the shift to e-marketing, this text equips readers with the knowledge to blend creativity and strategy effectively. It is an invaluable resource for students and aspiring professionals seeking to build impactful marketing communication campaigns in a constantly evolving world.