9780130175786

Integrated Advertising, Promotion, and Marketing Communications

by ;
  • ISBN13:

    9780130175786

  • ISBN10:

    0130175781

  • Edition: CD
  • Format: Hardcover
  • Copyright: 1/1/2002
  • Publisher: Pearson College Div
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Summary

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

Table of Contents

PART ONE Introduction and Social Issues 2(62)
Integrated Marketing Communications
2(28)
Ethics and Social Responsibility in Marketing Communications
30(34)
PART TWO The Integrated Communications Foundation 64(154)
Promotions Opportunity Analysis
64(42)
Corporate Image and Brand Management
106(38)
Consumer Buyer Behaviors
144(38)
Business-To-Business Buyer Behaviors
182(36)
PART THREE Advertising 218(156)
Advertising Management
218(36)
Advertising Media Selection
254(42)
Advertising Design: Theoretical Frameworks and Types of Appeals
296(40)
Advertising Design: Message Strategies and Executional Frameworks
336(38)
PART FOUR Promotional Mix 374(108)
Trade Promotions
374(36)
Consumer Promotions
410(34)
Personal Selling
444(38)
PART FIVE Communication Tools 482
Public Relations and Sponsorship Programs
482(32)
Database and Direct-Marketing Programs
514(32)
Internet Marketing
546(34)
Evaluating an Integrated Marketing Program
580

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