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Integrated Advertising, Promotion and Marketing Communications

Integrated Advertising, Promotion and Marketing Communications

Author(s):
  • Kenneth E. Clow
  • Author: Kenneth E. Clow
    • ISBN:9789332518377
    • 10 Digit ISBN:9332518378
    • Price:Rs. 769.00
    • Pages:460
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Ratings:

    Examine advertising and promotions through the lens of integrated marketing communications.


    The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.

     

    Table of Content

    Part I. The IMC Foundation
    1. Integrated Marketing Communications
    2. Corporate Image and Brand Management
    3. Buyer Behaviors
    4. The IMC Planning Process
     
    Part II. IMC Advertising Tools
    5. Advertising Management
    6. Advertising Design: Theoretical Frameworks and Types of Appeals
    7. Advertising Design: Message Strategies and Executional Frameworks
     
    Part III. IMC Media Tools
    8. Traditional Media Channels
    9. Digital Marketing
     
    Part IV. IMC Promotional Tools
    10. Database and Direct Response Marketing and Personal Selling
    11. Sales Promotions
    12. Public Relations and Sponsorship Programs
     
    Part V. IMC Ethics, Regulation, and Evaluation
    13. Regulations and Ethical Concerns
    14. Evaluating an Integrated Marketing Program

     

    Salient Features

     
    Integrated Campaigns in Action
    Increased Emphasis on Social Media
    Interviews with Advertising Professionals
    Lead-in vignettes
    International marketing discussions
    Critical-thinking exercises and discussion questions
    Integrated learning exercises
    Creative Corner exercises
    Cases