Advertising & IMC: Principles and...
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For introductory courses in advertising. An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of medi…
Book Summary
Advertising & IMC: Principles and Practice by Sandra Moriarty is a comprehensive textbook for introductory advertising courses. The tenth edition emphasizes consumer-driven strategies, social media, and integrated marketing communication (IMC). It offers an accessible, student-friendly approach with updated examples and research, helping students understand the dynamic world of advertising and marketing communication.
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About Advertising & IMC: Principles and...
This textbook provides a thorough foundation in advertising principles and integrated marketing communication (IMC). Designed for introductory courses, it presents complex concepts in an accessible, well-written manner. The tenth edition highlights the shift toward consumer-centric strategies, the rise of social media, and the evolution of the Internet. It seamlessly integrates IMC throughout, covering multi-platform and multimedia communication. Updated examples, exercises, and research findings keep the content current. The book also explores the implications of these changes for traditional advertising practices. With a focus on brand building and consumer engagement, it equips students with the knowledge to navigate today's dynamic media landscape. The accompanying MyMarketingLab (sold separately) offers additional learning tools, including homework, tutorials, and assessments to enhance student success.
Who should read Advertising & IMC: Principles and...?
This book is ideal for undergraduate students enrolled in introductory advertising or marketing communication courses. It suits those seeking a foundational understanding of advertising principles, IMC, and media strategy. Instructors looking for a current, student-friendly textbook will find it valuable. Professionals transitioning into advertising or marketing roles may also benefit from its comprehensive overview. Additionally, anyone interested in understanding how consumer behavior and digital media shape modern advertising will find this text insightful.
Pros & Cons
Pros
- ✓ Accessible and well-written, making complex concepts easy to understand.
- ✓ Strong emphasis on integrated marketing communication (IMC) throughout the text.
- ✓ Up-to-date examples and research reflecting current industry trends.
- ✓ Focus on consumer-driven strategies and social media relevance.
- ✓ Comprehensive coverage of traditional and digital advertising practices.
Cons
- ✗ MyMarketingLab access is not included, requiring additional purchase.
- ✗ Some readers may find the tenth edition lacks depth in certain niche areas.
- ✗ Case studies may become outdated as the industry evolves rapidly.
- ✗ Not ideal for advanced practitioners seeking specialized knowledge.
- ✗ Price may be high for students on a tight budget.
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Frequently asked questions
Does this book include access to MyMarketingLab?
No, MyMarketingLab is not included with this standalone product. It must be purchased separately.
Is this the latest edition?
This is the tenth edition, which includes updated content on social media and IMC. However, newer editions may be available.
What is the focus of this edition?
The tenth edition emphasizes consumer-driven strategies, social media, and integrated marketing communication, with updated examples and research.
Is this book suitable for self-study?
Yes, it is written in an accessible style, but it is primarily designed for classroom use. MyMarketingLab can enhance self-study if purchased.
Are there review questions or exercises?
Yes, the book includes exercises and examples throughout, and MyMarketingLab offers additional practice and assessment tools.
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