Download or read book Advertising & IMC written by Sandra Ernst Moriarty and published by . This book was released on 2014-04-03 with total page 669 pages. Available in PDF, EPUB and Kindle. Book excerpt: For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.