Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.

The IMC foundation — Integrated marketing communications — Brand management — Buyer behaviors — The IMC planning process — IMC advertising tools — Advertising campaign management — Advertising design — Traditional media channels — Digital and alternative marketing — Digital marketing — Social media — Alternative marketing — IMC promotional tools — Database and direct response marketing — Sales promotions — Public relations and sponsorship programs — IMC ethics, regulations, and evaluation — Regulations and ethical concerns — Evaluating an integrated marketing program.

For courses in advertising. 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.