Integrated Marketing Communications, 2nd Edition
Downloads: The fulltext of this document has been downloaded 1570 times since 2012
Article citation: Martin Nielsen, (2012) "Advertising & Promotion. An Integrated Marketing Communications Approach", Corporate Communications: An International Journal, Vol. 17 Iss: 3, pp. -
Article Type: Book review From: Corporate Communications: An International Journal, Volume 17, Issue 3
This book is a well-written and very useful textbook for students of advertising. The book is “written with student needs in mind” (p. 1), and students will definitely get value for money. It offers profound insights into the advertising business from a managerial and a cultural and social perspective, and with its examples, inserts, chapter review questions, case studies and specific case study questions and glossary and website, it should be an excellent textbook for teachers of the subject as well, as they actually have an almost entire semester plan at their hands.
The book is on advertising and promotion, and it should be added that it almost exclusively covers advertising and promotion for for-profit, business-to-consumer companies, and that it to a high degree describes the advertising process seen from the advertising agency perspective. That is most useful for marketing managers to be, since they will be buying advertising from the agencies, and for that purpose, knowing how advertising agencies think and work is obviously a great advantage – and much needed, too (cf. Burrack and Nöcker, 2008, pp. 9-10).
You might also like
Need input on updated resume. Thanks in advanceby job-seeker07
I am an experienced, highly motivated, professional skilled in Operations Management, Cash Flow Management, Marketing, Business Planning and Customer Service. I have a track record of improving businesses by increasing productivity, growth capability and dramatically improving revenues.
Effective management style with outstanding communication skills.
Highly analytical and organized with a natural passion for problem solving
Positive, optimistic, detail orientated who excels under pressure and meets deadlines.
Building strong relation with clients, business partners, and work colleagues
Jacqueline Zeledon: A People on the Move spotlight — Milwaukee Business Journal
Education:“I'm a Big 10 graduate. I earned a bachelor of arts degree in communications at Purdue University and a master of science degree in integrated marketing communications from the Medill School of Journalism at Northwestern University.”.
Wedding: Kendra Vailes & Ben Aigamaua — Jackson Sun
He will receive his Master's of Science degree in Integrated Marketing Communications in May of 2015 from the University of Mississippi. He is currently working as a graduate assistant coach for offensive line at the University of Mississippi in Oxford.
The Bare Bones Introduction to Integrated Marketing Communication
Book (Rowman & Littlefield Publishers)