eTextbook 978-0133866339 Integrated Advertising, Promotion, and Marketing Communications

eTextbook 978-0133866339 Integrated Advertising, Promotion, and Marketing Communications – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 0133866335
• ISBN-13 ‏ : ‎ 978-0133866339
• Author: Kenneth E. Clow (Author), Donald E. Baack (Author)

A Modern Guide to Integrated Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world. This text covers advertising and promotions, but also the role of social media, blogs, mobile messaging, and other marketing tactics. As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations.

 

The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process.

Table of contents:

PART 1: THE IMC FOUNDATION

1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels

PART 3: DIGITAL AND ALTERNATIVE MARKETING

8. Digital and Mobile Marketing
9. Social Media
10. Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program

Title Tag:

Master Integrated Advertising: Unifying Promotion & Marketing Communications for Brand Success
Integrated Advertising Strategies: Enhancing Brand Reach with Cohesive Promotion and Marketing
Seamless Brand Messaging: Expert Insights into Integrated Advertising and Marketing Communications