Integrated Advertising, Promotion, and Marketing Communications: Student Value Edition

Name: Integrated Advertising, Promotion, and Marketing Communications: Student Value Edition
Price: 158.4 USD
Availability: InStock
ISBN: 9780133126259

ISBN-10: 0133126250

ISBN-13: 9780133126259

Edition: 2013

Authors: Kenneth E Clow, Donald E Baack

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Description:

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. 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. 0133131017 / 9780133131017 Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card PackagePackage consists of0133112934 / 9780133112931 NEW MyMarketingLab with Pearson eText -- Standalone Access Card --0133126242 / 9780133126242…

Book details

Copyright year: 2013
Publisher: Pearson College Div
Binding: Cloth Text
Pages: 480
Size: 8.50" wide x 10.75" long x 0.50" tall
Weight: 1.936
Language: English




The IMC Foundation



Integrated Marketing Communications



Corporate Image and Brand Management



Buyer Behaviors



The IMC Planning Process



IMC Advertising Tools



Advertising Management



Advertising Design: Theoretical Frameworks and Types of Appeals



Advertising Design: Message Strategies and Executional Frameworks



IMC Media Tools



Traditional Media Channels



Digital Marketing



Alternative Marketing



IMC Promotional Tools



Database and Direct Response Marketing and Personal Selling



Sales Promotions



Public Relations and Sponsorship Programs



IMC Ethics, Regulation, and Evaluation



Regulations and Ethical Concerns



Evaluating an Integrated Marketing Program