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

By: Clow, Kenneth E [author]Contributor(s): Baack, Donald [author]Material type: Text

TextPublication details: Harlow, UK : Pearson Education Limited, c2022Edition: Ninth EditionDescription: 469 pages : colored Illustration ; 28 cmISBN: 978-1-292-41121-7Subject(s): COMMUNICATION IN MARKETING | ADVERTISINGLOC classification: HF 5415.123 C56 2022

Contents:

PART 1: THE IMC FOUNDATION :Integrated Marketing Communications Brand Management Buyer Behaviors The IMC Planning Process PART 2: IMC ADVERTISING TOOLSA : dvertising 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

Summary: "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."

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Status	Date due	Barcode
	Books	NU Fairview College LRC	NU Fairview College LRC	School of Business and Accountancy	General Circulation	GC HF 5415.123 C56 2022 (Browse shelf(Opens below))	Available		NUFAI000003918

Includes endnotes and index.

PART 1: THE IMC FOUNDATION :Integrated Marketing Communications
Brand Management
Buyer Behaviors
The IMC Planning Process
PART 2: IMC ADVERTISING TOOLSA : dvertising 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

"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."

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