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Integrated Advertising, Promotion, and Marketing Communications, Global Edition - Clow, Kenneth E. & Baack, Donald

Integrated Advertising, Promotion, and Marketing Communications, Global Edition

Paperback Published: 11th September 2017
ISBN: 9781292222691
Number Of Pages: 512

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Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted.

This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-­life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.

  • Part I: The IMC Foundation
  • 1. Integrated Marketing Communications
  • 2. Brand Management
  • 3. Buyer Behaviors
  • 4. The IMC Planning Process
  • Part II: IMC Advertising Tools
  • 5. Advertising Campaign Management
  • 6. Advertising Design
  • 7. Traditional Media Channels
  • Part III: Digital and Alternative Marketing
  • 8. Digital Marketing
  • 9. Social Media 10. Alternative Marketing
  • Part IV: IMC Promotional Tools
  • 11. Database and Direct Response Marketing and Personal Selling
  • 12. Sales Promotions
  • 13. Public Relations and Sponsorship Programs
  • Part V: IMC Ethics, Regulation, and Evaluation
  • 14. Relations and Ethical Concerns
  • 15. Evaluating an Integrated Marketing Program

ISBN: 9781292222691
ISBN-10: 1292222697
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 512
Published: 11th September 2017
Publisher: Pearson Education Limited
Country of Publication: GB
Dimensions (cm): 27.6 x 21.6  x 1.6
Weight (kg): 1.02
Edition Number: 8

Earn 187 Qantas Points
on this Book