{"product_id":"9789354600807","title":"Advertising and Promotion","description":"\u003cp\u003eOverview\u003c\/p\u003e\n\n\u003cp\u003eThis book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text\u003c\/p\u003e\n\n\u003cp\u003eKey Features\u003c\/p\u003e\n\n\u003cp\u003eNotable additions:\u003c\/p\u003e\n\n\u003cp\u003eChapter Openers: New opening cases on important and recent issues\n\u003cbr\u003esuch as the shift from traditional to digital media, growth of online dating,\n\u003cbr\u003euse of influencers in marketing, use of storytelling as a trending\n\u003cbr\u003eresearch method, etc.\u003c\/p\u003e\n\n\u003cp\u003eDigital and Social Media Perspective: Discussions on trending topics\n\u003cbr\u003elike today’s ‘Youtubers’, need for pretesting of online advertising, programmatic \n\u003cbr\u003ebuying of media, transformation of traditional billboards through technology\n\u003cbr\u003eand augmented reality, etc.\u003c\/p\u003e\n\n\u003cp\u003eIndian Perspectives: Especially added in this Indian adaptation, these\n\u003cbr\u003eprovide discussions, views and analysis of interesting issues related to\n\u003cbr\u003ethe material in the chapter, drawn from Indian practices.\u003c\/p\u003e\n\n\u003cp\u003eIMC Perspectives: New perspectives on topics such as changing\n\u003cbr\u003emarketing strategies for millennials to that for generation Z,\n\u003cbr\u003edifficulties marketers face with the popular 'discounts' strategy,\n\u003cbr\u003ecompetition faced by major TV networks due to rise in other streaming services, etc.\u003c\/p\u003e\n\n\u003cp\u003eUpdated and Expanded Sections: Overview of the promotional mix and \n\u003cbr\u003ethe various IMC tools, word-of-mouth communication and viral\n\u003cbr\u003emarketing, response hierarchy models, to name a few.\u003c\/p\u003e","brand":"Sai Books","offers":[{"title":"Default Title","offer_id":48019990708516,"sku":"9789390219230","price":945.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0671\/3661\/8788\/files\/9789354600807.jpg?v=1707138363","url":"https:\/\/bookstation.in\/products\/9789354600807","provider":"BookStation","version":"1.0","type":"link"}