About the Book
True to its name, this is an integrated text on advertising, promotion and marketing communications. It brings together the various aspects of marketing to explain the basic principles of advertising and promotion and examines how these are applied in a variety of businesses, with the help of real-world examples. End-of-chapter exercises have been designed to give students the opportunity to apply what they have learnt to building an integrated communication program that will be effective over the din of ads and marketing tactics. The free Advertising Plan Pro Software, included with the text makes this task easier. With its integration of business to business marketing concepts throughout, this is a useful book for marketing and advertising courses.