Advertising, Promotion, and other aspects of Integrated Marketing Communications （10TH）

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Advertising, Promotion, and other aspects of Integrated Marketing Communications （10TH）

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 635 p.
  • 言語 ENG
  • 商品コード 9781337282659
  • DDC分類 658.8

Full Description

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today�s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today�s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Contents

Part I: THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC).
1. An Overview of Integrated Marketing Communications.
2. Enhancing Brand Equity and Accountability.
3. Brand Adoption, Brand Naming and Intellectual Property Issues.
4. Environmental, Regulatory and Ethical Issues.
Part II: FUNDAMENTAL IMC PLANNING AND DECISIONS.
5. Segmentation, Targeting, and Positioning.
6. The Communications Process and Consumer Behavior.
7. The Role of Persuasion in IMC.
8. IMC Objective Setting and Budgeting.
Part III: ADVERTISING MANAGEMENT AND MEDIA CHOICES.
9. An Overview of Advertising Management.
10. Effective and Creative Ad Messages.
11. Endorsers and Message Appeals in Advertising.
12. Traditional Ad Media.
13. Digital Media: Online, Mobile and App Advertising.
14. Social Media.
15. Direct Marketing, CRM, and Other Media.
16. Media Planning and Analysis.
17. Measuring Ad Message Effectiveness.
Part IV: SALES PROMOTION MANAGEMENT.
18. Sales Promotion Overview and the Role of Trade Promotion.
19. Consumer Sales Promotion: Sampling and Couponing.
20. Consumer Sales Promotion: Premiums and Other Promotions.
Part V: OTHER IMC TOOLS.
21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships.
22. Packaging, POP Communications, and Signage.
23. Personal Selling.