TY  - BOOK
AU  - Andrews, J. Craig
AU  - Shimp, Terence A.
TI  - Advertising, promotion, and other aspects of integrated marketing communications
SN  - 9789814846875
U1  - 659.1 A565a 2019 
PY  - 2019///
CY  - Australia
PB  - Cengage
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes glossary, end notes and indexes
N2  - "The text emphasizes the importance of integrated marketing communications (IMC) in enhancing the equity of brands and provides thorough coverage of all aspects of an IMC program: advertising, sales promotion, packaging and branding strategies, digital media (online, mobile and app advertising), social media, direct marketing, point of purchase communications, public relations, word of mouth buzz creation, content marketing, event and cause-oriented sponsorships, and personal selling, These topics are made even more accessible in this edition through expanded use of examples and applications. And, of course, the text covers appropriate academic theories and research to provide formal structure and support for the illustrations and examples."
ER  -