Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

作者简介

威廉•维尔斯（William Wells），明尼苏达大学新闻与传播学院广告系教授，广告行业和研究领域的权威领袖人物。作为DDB芝加哥公司的前副总经理和营销主管，维尔斯是广告界入选“态度研究名人堂”的唯一代表。他从斯坦福大学获得博士学位后，成为芝加哥大学心理学和营销学教授，之后加入芝加哥分部任公司研究部主管。已出版60余部著作。

Improve Results with My Marketing Lab: My Marketing Lab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.

Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication–multi-platform, as well as multimedia– and the discussion is embedded seamlessly throughout the book.

Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.