Integrated Advertising, Promotion, and Marketing Communications

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Clow, Kenneth E.

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ISBN:9781292093635
Editorial: Prentice-Hall International Ed
Fecha de la edición:2015
Número de la edición: 7
Encuadernación:
Nº Pág.:496
Idiomas:Ingles,Inglés

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/ Marketing

For undergraduate Advertising and Integrated Marketing Communication courses. 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. MyMarketingLab(R) is not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Part I. THE IMC FOUNDATION 1. Integrated Marketing Communications 2. Brand Management 3. Buyer Behaviors 4. The IMC Planning Process Part II. IMC ADVERTISING TOOLS 5. Advertising Campaign Management 6. Advertising Design 7. Traditional Media Channels Part III. IMC MEDIA TOOLS 8. Digital and Alternative 9. Social Media 10. Alternative Marketing Part IV. IMC PROMOTIONAL TOOL 11. Database and Direct Response Marketing and Personal Selling 12. Sales Promotion 13. Public Relations and Sponsorship Programs Part V. IMG ETHICS, REGULATION, AND EVALUATION 14. Relations and Ethical Concerns 15. Evaluating an Integrated Marketing Program