Integrated Advertising, Promotion, and Marketing Communications
For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.This text takes a broader approach than Advertising or Promotions courses. Furthermore, the text gives students an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
- Hardback | 638 pages
- 190.5 x 286 x 29.7mm | 1,437.9g
- 07 Sep 2001
- Pearson Education (US)
- United States
- col. Illustrations
Table of contents
I. INTRODUCTION AND SOCIAL ISSUES. 1. Integrated Marketing Communications. 2. Ethics and Social Responsibility in Marketing Communications. II. THE INTEGRATED COMMUNICATIONS FOUNDATION. 3. Promotions Opportunity Analysis. 4. Corporate Image and Brand Management. 5. Consumer Buyer Behaviors. 6. Business-to-Business Buyer Behaviors. III. ADVERTISING. 7. Advertising Management. 8. Advertising Media Selection. 9. Advertising Design: Theoretical Frameworks and Types of Appeals. 10. Advertising Design: Message Strategies and Executional Frameworks. IV. PROMOTIONAL MIX. 11. Trade Promotions. 12. Consumer Promotions. 13. Personal Selling. COMMUNICATIONS TOOLS. 14. Public Relations and Sponsorship Programs. 15. Database and Direct-Marketing Programs. 16. Internet Marketing. 17. Evaluating an Integrated Marketing Program.