000			01591nam a22002657a 4500
005			20250930104024.0
008			250930b ph ||||| |||| 00| 0 eng d
020			_a9789814846875
040			_cComputer Arts & Technological College, Inc.
041			_aEnglish
082			_a659.1 A565a 2019
100			_aAndrews, J. Craig
245			_aAdvertising, promotion, and other aspects of integrated marketing communications / _cby J. Craig Andrews ; Terence A. Shimp
250			_aTenth ed.
260			_aAustralia : _bCengage , _c2019.
300			_axix , 635 pp. : _bill. ; _c25 cm.
504			_aIncludes glossary, end notes and indexes.
520			_a"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."
546			_aEnglish.
650			_aAdvertising
650			_aSales promotion
650			_aCommunication in marketing
700			_aShimp, Terence A.
942			_2ddc _cBK _n0
999			_c2478 _d2478