Integrated Marketing Communications. Theory and Practice of Advertising

Bibliographic Data

ID23524580
AuthorsОксана Посухова (Southern Federal University), Oxana Posukhova (0000-0002-5334-9527, Yuzhnyy federal'nyy universitet), Ольга Кузьмина (Rostov State Transport University), Ol'ga Kuz'mina (Rostovskiy gosudarstvennyy universitet putey soobscheniya)
Year2019
Publication date2019-02-07
Open AccessNo
TypeBOOK
VenueIntegrated Marketing Communications. Theory and Practice of Advertising (SOURCE_BOOK)
PublisherPublishing Center RIOR (PUBLISHER)
DOI10.12737/01756-2
OpenAlexW2913780878
ISBN9785369017562
LanguageRU
References cited1

The manual is written in accordance with the State educational standard of higher education in the areas of bachelor "Advertising and public relations" and "Sociology". The book analyzes the theoretical and practical issues of advertising. The authors describe advertising as part of the whole complex of marketing and integrated marketing communications. Advertising is considered in comparison with other forms and types of integrated communications, modern types of advertising, their advantages and disadvantages are analyzed. The book contains a large number of applications and illustrations that demonstrate the use of different types of modern advertisings. For undergraduate students and anyone interested in the theory and practice of advertising. It is recommended to use the courses "Theory and practice of advertising", "Brand management", "Basics of advertising", "Sociology of advertising", "Methodology and methods of sociological research", "Empirical sociology".

Advertising · Advertising campaign · Advertising research · Bachelor · Business · Integrated marketing communications · Marketing management · Online advertising · Political science · Relationship marketing · Sociology · The Internet · World Wide Web · Computer Science · Globalization and Cultural Identity · Marketing

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