Integrated Advertising, Promotion, and Marketing Communications Plus MyLab Marketing with Pearson eText -- Access Card Package

by Clow, Kenneth E.; Baack, Donald E.

• ISBN13: 9780133973112
• ISBN10: 0133973115
• Edition: 7th
• Format: Package
• Copyright: 2015-04-01
• Publisher: Pearson

Summary

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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.

 

Personalize Learning 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.

 

0133973115 / 9780133973112 Integrated Advertising, Promotion, and Marketing Communications Plus MyMarketingLab with Pearson eText -- Access Card Package, 7/e

 

This package consists of:

0133866335 / 9780133866339 Integrated Advertising, Promotion, and Marketing Communications , 7e

0133866971 / 9780133866971 MyMarketingLab with Pearson eText -- Standalone Access Card -- for Integrated Advertising, Promotion, and Marketing Communications

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