ADVERTISING AND SALES PROMOTION is a comprehensive introduction to the principles and practices of advertising. The course explores the social, ethical, and legal issues of advertising, historical influences, strategies, and media decision processes as well as integrated marketing communications. Students will gain knowledge of techniques used in current advertising, including print, broadcast, and digital. The text provides an overview of how communication tools can be used to reach target audiences and increase consumer knowledge. A student ACTIVITIES AND PROJECTS supplement as well as COURSEMATE add content and value to the product family. COURSEMATE provides instructors with all of the reporting tools needed to track student engagement, while students can access interactive study tools in a dynamic, online learning environment. It includes an enhanced eBook providing students with an interactive, online-only version of the printed textbook, a Student Learning Pathway, customized to the book, featuring a variety of integrated digital media, and has a simple, user-friendly interface. ADVERTISING AND SALES PROMOTION employs relevant ads, exhibits, and photographs to capture your students' interest and through its writing style, gives them a solid understanding of advertising along with the challenges facing the promotion, advertising, and marketing industries today.
