Advertising & Promotion: An Integrated Marketing Communications Perspective

Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.