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(eBook) (PDF) Integrated Advertising, Promotion, and Marketing Communications, 9th edition

$29.90

By
Kenneth E Clow, 
Donald E Baack

Description

Overview

Integrated Advertising, Promotion, and Marketing shows how to communicate effectively in business. It highlights integration of all marketing communications and explains how they are produced and transmitted. Topics include advertising and promotions, social media, blogs, messaging, and other marketing tactics.

Published by Pearson (March 8th 2021) – Copyright © 2022
ISBN-13: 9780137344345
Subject: Marketing
Category: Advertising & Selling

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