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ISBN-10 0132163659ISBN-13 9780132163651
ISBN-10 0132163640ISBN-13 9780132163644
Author(s): Sandra Moriarty; Nancy Mitchell; William Wells
Publisher: Prentice Hall
Copyright year: © 2012 Pages: 688

For introductory courses in advertising.

An accessible, well-written, and student-friendly approach to advertising.

Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach.

The ninth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.