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Integrated advertising and marketing communications taught through real-life application
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-¿life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.

Language: English
ISBN-10: 0134484134
ISBN-13: 978-0134484136
ISBN-13: 9780134484136

Author: Kenneth E. Clow, Donald E. Baack

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Table of Content:

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. Digital 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

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