Integrated marketing communications. Theory and practice of advertising. Tutorial
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The textbook is written in accordance with the State Educational Standard of Higher Education in the areas of preparation of bachelors "advertising and public relations" and "sociology". The book analyzes theoretical and practical issues of advertising. The authors describe advertising as part of the entire marketing complex and integrated marketing communications. Advertising is considered in comparison with other forms and types of integrated communications, modern types of advertising, their advantages and disadvantages are analyzed.
The book contains a large number of applications and illustrations that clearly demonstrate the use of various types of modern advertising.
For students of undergraduate and everyone who is interested in issues of theory and practice of advertising. It is recommended for use in the framework of the courses "theory and practice of advertising", "brand management", "basics of advertising", "sociology of advertising", "methodology and methods of sociological research", "empirical sociology"
The book contains a large number of applications and illustrations that clearly demonstrate the use of various types of modern advertising.
For students of undergraduate and everyone who is interested in issues of theory and practice of advertising. It is recommended for use in the framework of the courses "theory and practice of advertising", "brand management", "basics of advertising", "sociology of advertising", "methodology and methods of sociological research", "empirical sociology"
Author:
Author:VASKHOVA Oksana Yuryevna, Kuzmina Olga Gennadievna
Cover:
Cover:Hard
Category:
- Category:Business & Money
ISBN:
ISBN:978-5-369-01756-2
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