Integrated Advertising, Promotion and Marketing Communications Global Edition, 6th Edition
©2014 |Pearson |
Donald E Baack, Pittsburg State University
©2014 |Pearson |
For undergraduate Advertising and Integrated Marketing Communication courses.
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States
Examine advertising and promotions through the lens of integrated marketing communications.
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.
Offer a firsthand perspective:Integrated Campaigns in Action Series. This edition presents a series of presentations about actual marketing programs as created and designed by professional agencies. Each of these short stories are accompanied by additional materials about the advertisements and marketing campaigns. These features appear at the end of each chapter and in the instructor’s PowerPoint presentations. Examples include:
Present information on one of today’s hottest topics: Increased Emphasis on Social Media. One of the most rapidly evolving aspects of advertising and promotion has been the demand for increased use of social media. This edition presents new material on these important changes, including an opening vignette about Twitter. Coverage of social media has been added where relevant throughout the text.
Provide perspective on real-world applications:Interviews with Advertising Professionals. Throughout the text, interviews and quotes from advertising professionals have been integrated into the chapter material. Some offer full descriptions—such as the development of the Motel 6 advertising program by Stan Richards, founder of The Richards Groups—while others feature short, one-sentence commentaries on various marketing and promotions topics.
Help students see the importance of personal selling: based on responses from reviewers of the previous edition, a section on the importance of personal selling has been added to Chapter 11.
Part I. The IMC Foundation
1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
Part II. IMC Advertising Tools
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks
Part III. IMC Media Tools
8. Traditional Media Channels
9. Digital Marketing
10. Alternative Marketing
Part IV. IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs
Part V. IMC Ethics, Regulation, and Evaluation
14. Regulations and Ethical Concerns
15. Evaluating an Integrated Marketing Program
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