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Integrated Advertising Promotion and Marketing Communications 9th GE Kenneth Clow / Donald Baack 9781292411217

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TITLE : Integrated Advertising Promotion and Marketing Communications Kenneth Clow / Donald Baack

ISBN13 :9781292411217

PUBLISHER : PEARSON (2021)

EDITION : 9TH GLOBAL EDITION

PAGES : 472 COLOR PAGES

A study of integrated marketing communications taught through real-life application
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. 

Table of contents

PART I: THE IMC FOUNDATION
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

PART II: IMC ADVERTISING TOOLS
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels

PART III: DIGITAL AND ALTERNATIVE MARKETING
8. Digitaland Mobile Marketing
9. Social Media
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. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program