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Paperback, Cengage
"Advertising and Integrated Brand Promotion," 10th Editon, offers an efficient, ready-to-teach package with updated coverage of the modern advertising landscape. Instructors gain a text that integrates generative AI across all IBP areas, along with fresh insights on connected TV, entertainment marketing, experiential branding and agency consolidation. The book blends scholarship with real industry practice, emphasizing consumer insights, cultural perspectives and current tools used by agencies. New examples from brands like Apple, Fenty, Coca‑Cola and Target keep concepts relatable for students. MindTap resources seamlessly integrate into LMS platforms to save faculty time and streamline course prep. Instructors adopt this book for its contemporary relevance, research grounding and complete teaching support.
What's New
- Theory to Practice: A clear framework links theory to practice in every chapter, helping instructors teach concepts that translate directly into real advertising scenarios.
- AI Education: Generative AI is woven into every unit, showing students how emerging tools reshape campaign strategy, creativity and measurement.
- Real-world examples: Contemporary, diverse brands make concepts relatable and relevant, helping students see how today’s companies execute effective IBP.
- In-Depth Case Studies: Expanded cases include metrics and evaluation, giving students hands-on exposure to how campaigns are assessed in real industry settings.
- Comprehensive Content: The text goes beyond advertising, offering guidance across sales promotion, brand strategy and integrated communications management.
Features
- Proven, Research‑Driven Approach: A trusted, highly rated text refined over decades, grounded in marketing and IMC insights helps students apply concepts across professional paths.
- Broad, Integrated Focus: A brand‑integration approach fits business, communication and advertising programs, balancing creativity, strategy and planning.
- Flexible for Any Course Level: The text is designed for introductory to advanced courses in advertising, IMC, brand strategy and promotions with depth and clarity.