ADVERTISING AN INTEGRATED MARKETING COMMUNICATION PERSPECTIVE

THIS TEXT WAS THE FIRST TO PAINT A PICTURE OF THE SHIFT FROM CONVENTIONAL ADVERTISING METHODS TO THE MORE WIDELY RECOGNISED MIX OF AN INTEGRATED MARKETING COMMUNICATION STRATEGY. THIS SECOND EDITION BUILDS ON THE SUCCESS OF THE FIRST EDITION, RECOGNISING THAT ADVERTISING HAS BECOME A BLANK CANVAS, WHERE MARKETERS MUST LOOK BEYOND TRADITIONAL MEDIA AND CONVENTIONAL THINKING TO ACHIEVE SUCCESS. THE TEXT HAS BEEN EXTENSIVELY UPDATED AND IS PACKED WITH EXCITING NEW MATERIAL FROM AUSTRALIA, NEW ZEALAND, ASIA AND AROUND THE WORLD, CATAPULTING READERS INTO THE BUSINESS PRACTICES OF THE TWENTY-FIRST CENTURY.