Advertising and Promotion ISE

Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates!

Contains Ethical, Global and Digital/Social Media Perspectives throughout

Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics.

Extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media.

Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

McGraw Hill's Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0, Video Cases, Case Analyses, Application-based Activities and much more.

About the Author

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.