CART

(0) items

Integrated Advertising, Promotion, and Marketing Communications,9780130175786
This item qualifies for
FREE SHIPPING!

FREE SHIPPING OVER $59!

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Integrated Advertising, Promotion, and Marketing Communications

by ;
Edition:
CD
ISBN13:

9780130175786

ISBN10:
0130175781
Format:
Hardcover
Pub. Date:
1/1/2002
Publisher(s):
Pearson College Div

Related Products


  • 2009 Thumbnail Media Planner for The Consumer Behavior
    2009 Thumbnail Media Planner for The Consumer Behavior
  • Integrated Advertising, Promotion and Marketing Communications
    Integrated Advertising, Promotion and Marketing Communications
  • Integrated Advertising, Promotion, and Marketing Communications
    Integrated Advertising, Promotion, and Marketing Communications
  • Integrated Advertising, Promotion, and Marketing Communications
    Integrated Advertising, Promotion, and Marketing Communications
  • Integrated Advertising, Promotion, and Marketing Communications
    Integrated Advertising, Promotion, and Marketing Communications
  • Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
    Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
  • Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
    Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
  • Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package
    Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package





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


Please wait while the item is added to your cart...