Advertising and Integrated Brand Promotion

Advertising and Integrated Brand Promotion, 9th Edition, examines modern promotional strategies and brand management for students pursuing business, marketing communication, and advertising. The textbook addresses how promotional decisions function within contemporary media ecosystems.

Coverage focuses on recent market shifts, including pandemic-prompted changes in consumer behavior alongside growth in e-commerce. The text also investigates specialized promotional channels such as influencer marketing, celebrity endorsements, and streaming content.

To reinforce applied learning, the text structures its conceptual material around the practical processes of an advertising agency. This framework supports students preparing for professional roles in promotional campaign planning.