Integrated advertising, promotion, and marketing communications [printed text] / Kenneth E. Clow, Author ; Donald Baack, Author  . -  9th . - [S.l.] : Pearson Education, 2022 . - 469 p. : ill. col. ; 25 mm.
ISBN : 978-1-292-41121-7 : €90.35
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.

MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Class number:

659.1

Contents note:

Part 1: The IMC foundation 1. Integrated marketing communications; 2. Brand Management; 3. Buyer behaviors; 4. The IMC planning process Part 2: IMC advertising tools 5. Advertising campaign management; 6. Advertising design; 7. Traditional media channels Part 3: Digital, mobile, and alternative marketing 8. Digital and mobile; 9. Social media; 10. Alternative marketing Part 4: IMC promotional tools 11. Database and direct response marketing; 12. Sales promotions; 13. Public relations and sponsorship programs Part 5: IMC ethics, regulation, and evaluation 14. Regulations and ethical concerns; 15. Evaluating and integrated marketing program