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Full Description
Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-life situations, students will understand the vital links marketers use to connect and interact with customers.
MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.
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
