Advertising and Promotion | An Integrated Marketing Communications Perspectiv | 12th Edition | Mc Graw Hill Publication ( English Medium )

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Advertising and Promotion | An Integrated Marketing Communications Perspectiv | 12th Edition | Mc Graw Hill Publication ( English Medium ).

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text




Key Features


Notable additions:


Chapter Openers: New opening cases on important and recent issues
such as the shift from traditional to digital media, growth of online dating,
use of influencers in marketing, use of storytelling as a trending
research method, etc.


Digital and Social Media Perspective: Discussions on trending topics
like today’s ‘Youtubers’, need for pretesting of online advertising, programmatic 
buying of media, transformation of traditional billboards through technology
and augmented reality, etc.


Indian Perspectives: Especially added in this Indian adaptation, these
provide discussions, views and analysis of interesting issues related to
the material in the chapter, drawn from Indian practices.


IMC Perspectives: New perspectives on topics such as changing
marketing strategies for millennials to that for generation Z,
difficulties marketers face with the popular 'discounts' strategy,
competition faced by major TV networks due to rise in other streaming services, etc.


Updated and Expanded Sections: Overview of the promotional mix and 
the various IMC tools, word-of-mouth communication and viral
marketing, response hierarchy models, to name a few.

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text.

Search Key - McGraw Hill Advertising and Promotion: An Integrated Marketing Communications Perspectiv 12th Edition (English Medium). Publisher ‏ : ‎ McGraw Hill; Twelfth edition (29 October 2021); McGraw Hill Education (India) Private Limited, B-4, Sector-63, Dist. Gautam Budh Nagar, Noida – 201 301, UP, Language ‏ : ‎ English, Paperback ‏ : ‎ 776 pages, ISBN-10 ‏ : ‎ 9354600808, ISBN-13 ‏ : ‎ 978-9354600807Item Weight ‏ : ‎ 500 g, Dimensions ‏ : ‎ 20 x 14 x 4 cm, Generic Name ‏ : ‎ Book, English Medium,Advertising and Promotion Book, Integrated Marketing Communications, Mc Graw Hill Marketing Book, Advertising Strategies and Tactics, Marketing Communication Perspectives, Promotional Management Textbook, Consumer Behavior in Advertising, Mc Graw Hill Marketing Communication, Advertising Campaign Planning, Brand Promotion and Marketing, Marketing Communication Channels, Media Planning and Strategy, Integrated Marketing Campaigns, Advertising Industry Trends, Mc Graw Hill Advertising Textbook.

Product Details

SKU, Publisher	Mgh-adv-prom-integ-markrting-(Eng)
Publisher	McGraw Hill Publication
Author, Edition	Keyoor Purani, 12th Edition
Binding, Type	Paperback, New
No. of Pages	776

Product Description

Advertising and Promotion | An Integrated Marketing Communications Perspectiv | 12th Edition | Mc Graw Hill Publication ( English Medium ).

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text




Key Features


Notable additions:


Chapter Openers: New opening cases on important and recent issues
such as the shift from traditional to digital media, growth of online dating,
use of influencers in marketing, use of storytelling as a trending
research method, etc.


Digital and Social Media Perspective: Discussions on trending topics
like today’s ‘Youtubers’, need for pretesting of online advertising, programmatic 
buying of media, transformation of traditional billboards through technology
and augmented reality, etc.


Indian Perspectives: Especially added in this Indian adaptation, these
provide discussions, views and analysis of interesting issues related to
the material in the chapter, drawn from Indian practices.


IMC Perspectives: New perspectives on topics such as changing
marketing strategies for millennials to that for generation Z,
difficulties marketers face with the popular 'discounts' strategy,
competition faced by major TV networks due to rise in other streaming services, etc.


Updated and Expanded Sections: Overview of the promotional mix and 
the various IMC tools, word-of-mouth communication and viral
marketing, response hierarchy models, to name a few.

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text.

Search Key - McGraw Hill Advertising and Promotion: An Integrated Marketing Communications Perspectiv 12th Edition (English Medium). Publisher ‏ : ‎ McGraw Hill; Twelfth edition (29 October 2021); McGraw Hill Education (India) Private Limited, B-4, Sector-63, Dist. Gautam Budh Nagar, Noida – 201 301, UP, Language ‏ : ‎ English, Paperback ‏ : ‎ 776 pages, ISBN-10 ‏ : ‎ 9354600808, ISBN-13 ‏ : ‎ 978-9354600807Item Weight ‏ : ‎ 500 g, Dimensions ‏ : ‎ 20 x 14 x 4 cm, Generic Name ‏ : ‎ Book, English Medium,Advertising and Promotion Book, Integrated Marketing Communications, Mc Graw Hill Marketing Book, Advertising Strategies and Tactics, Marketing Communication Perspectives, Promotional Management Textbook, Consumer Behavior in Advertising, Mc Graw Hill Marketing Communication, Advertising Campaign Planning, Brand Promotion and Marketing, Marketing Communication Channels, Media Planning and Strategy, Integrated Marketing Campaigns, Advertising Industry Trends, Mc Graw Hill Advertising Textbook.

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