Integrated Advertising, Promotion, and Marketing Communications, Global Edition + MyLab Marketing with Pearson eText (Package) （9TH）

Clow, Kenneth/ Baack, Donald

Pearson Education Limited（2022/10発売）

• 言語 ENG
• 商品コード 9781292411200
• DDC分類 659.1

Full Description

For courses in advertising.  

A study of integrated marketing communications taught throughreal-life application
Integrated Advertising, Promotion, and Marketing Communications, 9thEdition speaks to an evolved definition of integrated marketing andteaches students how to effectively communicate in the business world. Itchampions the importance of weaving together all marketing activities into oneclear message and voice, and helps students understand how communications areproduced and transmitted. The text explores advertising and promotions, and theroles of social media, mobile messaging, and other marketing tactics toeffectively reach consumers. With added tools to help learners apply conceptsto real-­life situations, students will understand the vital links marketersuse to connect and interact with customers.

Contents

PART 1: THE IMC FOUNDATION

Integrated Marketing Communications
Brand Management
Buyer Behaviors
The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

Advertising Campaign Management
Advertising Design
Traditional Media Channels

PART 3: DIGITAL AND ALTERNATIVE MARKETING

Digital and Mobile Marketing
Social Media
Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

Relations and Ethical Concerns
Evaluating an Integrated Marketing Program