000			02997nam a2200301Ia 4500
001			1456
008			230305s2016 xx 000 0 und d
020			_a9781292093635
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHF5415.123 _b.C58
100			_aClow, Kenneth E. _921219 _eauthor
245		0	_aIntegrated advertising, promotion, and marketing communications _c/ Kenneth E. Clow, Donald Baack.
250			_aSeventh global edition.
260			_aHarlow, England : _bPearson Education, _c2016.
300			_a496 pages : illustrations (color) ; 27 cm.
504			_aIncludes bibliographical references and index.
505			_apt. 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.
520			_aFor 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.
526			_aB1S2 Operational Marketing | M1CO Marketing: Communication and Client Relationship
590			_bAcademic resources available on publisher's website.
650		0	_aCommunication in marketing _92094
650		0	_aAdvertising _92839
700			_aBaack, Donald _eauthor _97670
856			_uhttps://bookshelf.vitalsource.com/reader/books/9781292411347 _yeBook Link
942			_2lcc
999			_c1470 _d1470