Integrated Advertising, Promotion, and Marketing Communications / Kenneth E. Clow AND Donald Baack

By:

Clow, Kenneth E [Author]

Material type: Text

TextPublication details: England : Pearson, 2022Edition: 6th edDescription: 455 p. : color illustrations ; 28 cmISBN:

9789332518377

Subject(s):

DDC classification:

658 CLI

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: 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."

Item type:

Books List(s) this item appears in: New Arrival Book 2023

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Holdings
Item type	Current library	Collection	Shelving location	Call number	Copy number	Status	Barcode
Books	KU Central Library	Rack No. : 48 Shelve No. : B-05	General Stack (Issuable Books)	658 CLI 2022 (Browse shelf(Opens below))	C-3 (I)	Available	53406
Books	KU Central Library	Rack No. : 48 Shelve No. : B-05	General Stack (Issuable Books)	658 CLI 2022 (Browse shelf(Opens below))	C-4 (I)	Available	53397
Books	KU Central Library	Rack No. : 48 Shelve No. : B-05	General Stack (Issuable Books)	658 CLI 2022 (Browse shelf(Opens below))	C-5 (I)	Available	53398
Books	KU Central Library	Rack No. : 02 Shelve No. : A-05	Non-Academic Book (Non Issuable Books)	658 CLI 2022 (Browse shelf(Opens below))	C-1 (NI)	Not For Loan	52273
Books	KU Central Library	Rack No. : 41 Annex : 01 Shelve No. : A-04	Reference Section (Non-Issuable Books)	658 CLI 2022 (Browse shelf(Opens below))	C-2 (NI)	Not For Loan	53405

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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