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9780132538961

Integrated Advertising, Promotion, and Marketing Communications

by ;
  • ISBN13:

    9780132538961

  • ISBN10:

    0132538962

  • Edition: 5th
  • Format: Paperback
  • Copyright: 2010-12-27
  • Publisher: Prentice Hall
  • View Upgraded Edition

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Summary

Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.

Table of Contents

PART 1: THE IMC FOUNDATION

Chapter 1. Integrated Marketing Communications 

Chapter 2. Corporate Image and Brand Management 

Chapter 3. Buyer Behaviors

Chapter 4. The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

Chapter 5. Advertising Management

Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals

Chapter 7. Advertising Design: Message Strategies and Executional Frameworks

PART 3: IMC MEDIA TOOLS

Chapter 8. Traditional Media Channels

Chapter 9. E-active Marketing

Chapter 10. Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

Chapter 11. Database and Direct Response Marketing and Personal Selling

Chapter 12. Sales Promotions

Chapter 13. Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

Chapter 14. Regulations and Ethical Concerns

Chapter 15. Evaluating an Integrated Marketing Program

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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