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Advertising

In: Decision Making in Marketing and Finance

Author

Listed:
  • Paul Sergius Koku

Abstract

Advertising is often discussed as one of the central elements of the integrated marketing communication (IMC). Of course, discussing it in a chapter by itself, instead of a chapter discussing it along with other communication elements, does not change the fact that it is a part of communication elements. However, discussing it by itself gives us the opportunity to study it more in-depth than we would have done had we discussed it with the other communication elements. Furthermore, devoting a chapter to advertising is also consistent with the fact that significant research efforts have been devoted to it, as evidenced in the number of academic and practitioner journals and articles specifically devoted to it.

Suggested Citation

  • Paul Sergius Koku, 2014. "Advertising," Palgrave Macmillan Books, in: Decision Making in Marketing and Finance, chapter 0, pages 113-130, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44477-6_8
    DOI: 10.1057/9781137444776_8
    as

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