Advertising and Sales Promotion in the digital age

In the digital age, the boundaries between advertising, promotion and interactive communication are becoming blurred. This book explores the profound transformation of promotional strategies through the integration of digital tools: social media, influencer marketing, programmatic advertising, artificial intelligence and e-commerce.Drawing on real-life case studies and educational approaches from the African field, the author analyses how companies can rethink their campaigns to reach consumers who are now connected, mobile and participatory.This book offers a clear and structured overview of the fundamentals of advertising and sales promotion, while highlighting the new performance levers provided by digital technologies.Aimed at students, teachers, entrepreneurs and marketing professionals, it is a practical and theoretical guide to understanding, designing and effectively managing commercial communication in the digital age.