Advertising & IMC: Principles and Practice, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (11th Edition)

NOTE: This edition features the same content as the traditional text in a convenient, three-hole-punched, loose-leaf version. Student Value Editions also offer a great value; this format costs significantly less than a new textbook. Before purchasing, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. For Student Value Editions that include MyLab™ or Mastering™, several versions may exist for each title -- including customized versions for individual schools -- and registrations are not transferable. In addition, you may need a Course ID, provided by your instructor, to register for and use MyLab or Mastering platforms.

For courses in introductory advertising.

This package includes MyLab Marketing.

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 readers 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 they’re prepared to deal with the latest industry practices in their future careers.

Personalize learning with MyLab Marketing

By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

0134830121 / 9780134830124 Advertising & IMC: Principles and Practice, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package, 11/e

Package consists of:

• 0134450620 / 9780134450629 MyLab Marketing with Pearson eText -- Access Card -- for Advertising & IMC: Principles and Practice
• 0134481682 / 9780134481685 Advertising& IMC: Principles and Practice, Student Value Edition