商品簡介
"Advertising and Integrated Brand Promotion," 10th Edition, helps you understand how modern advertising and brand strategy work across today's marketing and business landscape. You'll explore major industry shifts like generative AI, connected and linear TV, entertainment marketing and agency consolidation integrated throughout the IBP framework, with contemporary examples from digital, mobile, experiential and entertainment-driven brand communication. The narrative emphasizes how consumer insights guide effective promotion and connects core advertising principles with current trends such as influencer marketing, streaming content and evolving agency tools. MindTap resources offer interactive activities and support to help you build real-world skills for courses and careers in business, communication, advertising and marketing.
