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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.
Integrated Campaigns in Action presents actual marketing programs, as created and designed by professional agencies. These appear at the end of each chapter and in the instructor’s PowerPoint materials. Examples include:
Increased Emphasis on Social Media helps students stay ahead of the most rapidly evolving aspects of advertising and promotion. 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.
Interviews with 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 commentaries on various marketing and promotions topics.
Lead-in vignettes open every chapter, tying the situations of real companies to concepts in the chapter ahead.
International marketing discussions prepare students to work in the global workplace. A section called “International Implications” concludes every chapter with further thoughts.
Critical-thinking exercises and discussion questions at the end of every chapter help students comprehend and apply the chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper, applying their knowledge to a wide array of marketing situations.
Integrated learning exercises at the end of every chapter guides students to online information to ties into specific topics. As students research various companies and organizations, they see how the chapter’s concepts apply in real life.
Creative Corner exercises ask students to use their creative abilities, as they design advertisements and other marketing-related materials. Author Ken Clow has taught students claiming no creative ability, yet these same students produced ads that won ADDY awards in student competitions sponsored by the American Advertising Foundation.
Cases: two cases at the end of every chapter provide plausible scenarios that require thought and review of chapter material. These short cases help students understand the larger concepts and more general marketing issues.
MyMarketingLab New Design is now available for this title! Break Through to improved results.
MyMarketingLab—Pearson’s online tutorial and assessment platform—gives students the opportunity to test themselves on key concepts and skills, track their own progress through the course, and use the personalized Study Plan activities. Highlights include:
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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