How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising?
These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells. The advertising and media industry is being challenged by fragmented consumer markets and our appetite for engaging with new technologies. These changes require new approaches to the way advertising operates. And, there is a renewed focus on accountability in the industry.

Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy.

The 3rd edition of Advertising: Principles and Practice is a practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features coverage of advertising's role within the integrated marketing communications (IMC).