9780133866339

Integrated Advertising, Promotion, and Marketing Communications

by ;
  • ISBN13:

    9780133866339

  • ISBN10:

    0133866335

  • Edition: 7th
  • Format: Paperback
  • Copyright: 12/27/2014
  • Publisher: Pearson

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  • 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.
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Summary

NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10:  0133973115/ISBN-13: 9780133973112 . That package includes ISBN-10:  0133866335/ISBN-13:  9780133866339 and ISBN-10:  0133866971/ISBN-13:  9780133866971.

A Modern Guide to Integrated Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world. This text covers advertising and promotions, but also the role of social media, blogs, mobile messaging, and other marketing tactics. As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations.

 

The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process.

 

Also available with MyMarketingLab

MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

 


Table of Contents

Part One  THE IMC FOUNDATION

1.     Integrated Marketing Communications

2.     Brand Management

3.     Buyer Behaviors

4.     The IMC Planning Process

Part Two IMC ADVERTISING TOOLS

5.     Advertising Campaign Management

6.     Advertising Design

7.     Traditional Media Channels

Part Three IMC MEDIA TOOLS

8.     Digital and Alternative

9.     Social Media

10.  Alternative Marketing

Part Four IMC PROMOTIONAL TOOL

11.  Database and Direct Response Marketing and Personal Selling

12.  Sales Promotion

13.  Public Relations and Sponsorship Programs

Part Five IMG ETHICS, REGULATION, AND EVALUATION

14.  Relations and Ethical Concerns

15.  Evaluating an Integrated Marketing Program

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