9780131060524

Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package

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  • ISBN13:

    9780131060524

  • ISBN10:

    013106052X

  • Edition: 2nd
  • Format: Package
  • Copyright: 1/1/2004
  • Publisher: Pearson College Div
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Summary

This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning 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

Imc Foundation
Integrated Marketing Communications
Corporate Image and Brand Management
Consumer Buyer Behavior
Business-to-Business Buyer Behavior
Promotion Opportunity Analysis
Imc Advertising Tools
Advertising Management
Advertising Design: Theoretical Framework and Types of Appeals
Advertising Design: Message Strategies and Executional Frameworks
Advertising Media Selection
Imc Promotional Tools
Trade Promotions
Consumer Promotions
Personal Selling, Database Marketing, and Customer Relationship Management
Public Relations, Regulations, and Sponsorships
Imc Integration Tools
Internet Marketing
IMC for the Small Business Entrepreneur
Evaluating an Integrated Marketing Program
Table of Contents provided by Publisher. All Rights Reserved.

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