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

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Harlow, England : Pearson Education, 2016.Edition: Seventh global edition.Description: 496 pages : illustrations (color) ; 27 cm.ISBN:

9781292093635

Subject(s):

LOC classification:

HF5415.123 .C58

Contents:

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.

Summary: 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.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona Libre acceso	HF5415.123 CLO (Browse shelf(Opens below))	Available		B03934

Includes bibliographical references and index.

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.