The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes

Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within

"The popularity of the television series Mad Men has raised the public awareness of advertising firms and what may or may not happen behind the scenes. We all r

Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion.