(Original PDF) Integrated Advertising, Promotion, and Marketing Communications 7th Edition – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 0133866335
• ISBN-13 ‏ : ‎ 978-0133866339
• Author:  Kenneth E. Clow (Author), Donald E. Baack (Author)

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.

Table 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

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