Integrated Advertising Promotion and Marketing Communications 1st edition by Kenneth Clow 0134484134 9780134484136

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ISBN-10 :  0134484134 

ISBN-13 :  9780134484136

Author:   Kenneth E. Clow 

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.

Integrated Advertising, Promotion, and Marketing Communications 1st Table of contents:

PART 1: THE IMC FOUNDATION
Integrated Marketing Communications
Brand Management
Buyer Behaviors
The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
Advertising Campaign Management
Advertising Design
Traditional Media Channels
PART 3: DIGITAL AND ALTERNATIVE MARKETING
Digital and Mobile Marketing
Social Media
Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS
Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION
Relations and Ethical Concerns
Evaluating an Integrated Marketing Program

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Tags: Integrated Advertising, Promotion, Marketing, Communications, Kenneth Clow