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Integrated advertising, promotion, and marketing communications

Clow, Kenneth E. Baack, Donald Pearson Education Limited (New York, 2016) (eng) English 9781292093635 Unknown 7th ed. COMMUNICATION IN MARKETING; Unknown For undergraduate Advertising and Integrated Marketing Communication courses. A Modern Guide to Integrated Marketing CommunicationsIntegrated 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 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. Please note that the product you are purchasing does not include MyMarketingLab. MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs.This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take:1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book.3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292093741)4. If your lecturer is using the MyLab and you would like to purchase the product...Go to www.MyMarketingLab.com to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
Physical dimension
496 p. 28 cm. ill.
Summary / review / table of contents

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

Copies
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