Integrated advertising, promotion, and marketing communications
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack. - Seventh global edition. - Harlow, England : Pearson Education, 2016. - 496 pages : illustrations (color) ; 27 cm.
Includes bibliographical references and index.
pt. 1. The IMC foundation -- 1. Integrated marketing communications -- 2. Brand management -- 3. Buyer behaviors -- 4. The IMC planning process -- pt. 2. IMC advertising tools -- 5. Advertising campaign management -- 6. Advertising design -- 7. Traditional media channels -- pt. 3. Digital and alternative marketing -- 8. Digital marketing -- 9. Social media -- 10. Alternative marketing -- pt. 4. IMC promotional tools -- 11. Database and direct response marketing -- 12. Sales promotions -- 13. Public relations and sponsorship programs -- pt. 5. IMC ethics, regulations, and evaluation -- 14. Regulations and ethical concerns -- 15. Evaluating an integrated marketing program.
For undergraduate Advertising and Integrated Marketing Communication courses. 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. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
9781292093635
Communication in marketing
Advertising
HF5415.123 / .C58
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack. - Seventh global edition. - Harlow, England : Pearson Education, 2016. - 496 pages : illustrations (color) ; 27 cm.
Includes bibliographical references and index.
pt. 1. The IMC foundation -- 1. Integrated marketing communications -- 2. Brand management -- 3. Buyer behaviors -- 4. The IMC planning process -- pt. 2. IMC advertising tools -- 5. Advertising campaign management -- 6. Advertising design -- 7. Traditional media channels -- pt. 3. Digital and alternative marketing -- 8. Digital marketing -- 9. Social media -- 10. Alternative marketing -- pt. 4. IMC promotional tools -- 11. Database and direct response marketing -- 12. Sales promotions -- 13. Public relations and sponsorship programs -- pt. 5. IMC ethics, regulations, and evaluation -- 14. Regulations and ethical concerns -- 15. Evaluating an integrated marketing program.
For undergraduate Advertising and Integrated Marketing Communication courses. 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. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
9781292093635
Communication in marketing
Advertising
HF5415.123 / .C58
