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

  • Kenneth E Clow, 
  • Donald E Baack

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Overview

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you 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 you 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 in the 9th Edition to help you apply concepts to real-­life situations, you'll understand the vital links marketers use to connect and interact with customers.

Published by Pearson (March 8th 2021) - Copyright © 2022

ISBN-13: 9780137344345

Subject: Marketing

Category: Advertising & Selling

Overview

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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