TY  - BOOK
AU  - Baack, Donald
AU  - Clow, Kenneth E
TI  - Integrated advertising, promotion, and marketing communications
SN  - 9781292093635
AV  - HF5415.123  .C58
PY  - 2016///
CY  - Harlow, England
PB  - Pearson Education
KW  - Communication in marketing
KW  - Advertising
KW  - Bibliography B1 Operational Marketing 
KW  - Bibliography M1 - CO Marketing: Communication and Client Relationship
N1  - Includes bibliographical references and index; pt. 1. The IMC foundation -- 1. Integrated marketing communications -- 2. Brand management -- 3. Buyer behaviors -- 4. The IMC planning process -- pt. 2. IMC advertising tools -- 5. Advertising campaign management -- 6. Advertising design -- 7. Traditional media channels -- pt. 3. Digital and alternative marketing -- 8. Digital marketing -- 9. Social media -- 10. Alternative marketing -- pt. 4. IMC promotional tools -- 11. Database and direct response marketing -- 12. Sales promotions -- 13. Public relations and sponsorship programs -- pt. 5. IMC ethics, regulations, and evaluation -- 14. Regulations and ethical concerns -- 15. Evaluating an integrated marketing program
N2  - For undergraduate Advertising and Integrated Marketing Communication courses. A Modern Guide to Integrated Marketing Communications Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world. This text covers advertising and promotions, but also the role of social media, blogs, mobile messaging, and other marketing tactics. As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations. The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
ER  -