Integrated Advertising, Promotion, and Marketing Communications （7TH）

Clow, Kenneth E./ Baack, Donald

Pearson College Div（2015/01発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 476 p.
言語 ENG
商品コード 9780133866339
DDC分類 659

Full Description

A Modern Guide to Integrated Marketing Communications Integrated Advertising, Promotion, and Marketing Communicationsspeaks 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.Key Topics: Integrated Marketing Communication; Brand Management; Buyer Behaviors; The IMC Planning Process; Advertising Campaign Management; Advertising Design; Traditional Media Channels; Digital and Alternative; Social Media; Alternative Marketing; Database and Direct Response Marketing and Personal Selling; Sales Promotion; Public Relations and Sponsorship Programs; Relations and Ethical Concerns; Evaluating an Integrated Marketing ProgramKey Market: This book is useful for anyone studying marketing and communication.

Part One THE IMC FOUNDATION1. Integrated Marketing Communications2. Brand Management3. Buyer Behaviors4. The IMC Planning ProcessPart Two IMC ADVERTISING TOOLS5. Advertising Campaign Management6. Advertising Design7. Traditional Media ChannelsPart Three IMC MEDIA TOOLS8. Digital and Alternative9. Social Media10. Alternative Marketing Part Four IMC PROMOTIONAL TOOL11. Database and Direct Response Marketing and Personal Selling12. Sales Promotion13. Public Relations and Sponsorship Programs Part Five IMG ETHICS, REGULATION, AND EVALUATION14. Relations and Ethical Concerns15. Evaluating an Integrated Marketing Program