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9780137783335

Developing a Creative and Innovative Integrated Marketing Communication Plan

by
  • ISBN13:

    9780137783335

  • ISBN10:

    0137783337

  • Edition: 1st
  • Format: Paperback
  • Copyright: 1998-04-20
  • Publisher: Pearson

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Supplemental Materials

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Summary

For advertising and marketing courses in the schools of business and journalism. Able to be used as both a stand alone item or a supplement to current advertising books, this how to book focuses on the creation of an Integrated Marketing Communication (IMC) Plan .

Table of Contents

1. Marketing and IMC.
2. Planning for Integrated Marketing Communications.
3.Advertising.
4. Sales Promotion.
5. Direct Marketing.
6. Cybermarketing.
7. Personal Selling.
8. Public Relations and Publicity.
9. Bringing It All Together.
Appendix A: Methods and Sources for the Company Analysis.
Appendix B: Research Methods for the Product Evaluator.
Appendix C: Sources for Consumer Analysis.
Appendix D: Media Terms and Definitions.
Appendix E: Advantages and Disadvantages of Select Media.
Appendix F: Cyberspace Terminology.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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