Integrated Advertising, Promotion, and Marketing Communications

By Donald Baack, Kenneth E. Clow, Donald E. Baack

Book Overview

A Modern Guide to Integrated Marketing Communications I ntegrated 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. Key Topics: Integrated Marketing Communication; Brand Management; Buyer Behaviors; The IMC Planning Process; Advertising Campaign Management; Advertising Design; Traditional Media Channels ; Digital and Alternative ; Social Media ; Alternative Marketing ; Database and Direct Response Marketing and Personal Selling; Sales Promotion; Public Relations and Sponsorship Programs; Relations and Ethical Concerns; Evaluating an Integrated Marketing Program Key Market: This book is useful for anyone studying marketing and communication.

• Format: Paperback
• Language: English
• ISBN: 0133866335
• ISBN13: 9780133866339
• Release Date: January 2015
• Publisher: Pearson
• Length: 512 Pages
• Weight: 2.10 lbs.
• Dimensions: 0.7" x 8.4" x 10.7"