Integrated Advertising, Promotion, and Marketing Communications, Global Edition, 9th edition

Published by Pearson (December 22, 2021) © 2022

  • Kenneth E Clow University of Louisiana at Monroe
  • Donald E Baack Pittsburg State University
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ISBN-13: 9781292411217
Integrated Advertising, Promotion, and Marketing Communications, Global Edition
Published 2021

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ISBN-13: 9781292421292
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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.

PART 1: THE IMC FOUNDATION

  1. Integrated Marketing Communications
  2. Brand Management
  3. Buyer Behaviors
  4. The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

  1. Advertising Campaign Management
  2. Advertising Design
  3. Traditional Media Channels

PART 3: DIGITAL AND ALTERNATIVE MARKETING

  1. Digital and Mobile Marketing
  2. Social Media
  3. Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

  1. Database and Direct Response Marketing and Personal Selling
  2. Sales Promotions
  3. Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

  1. Relations and Ethical Concerns
  2. Evaluating an Integrated Marketing Program

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