Integrated Advertising, Promotion, and Marketing Communications
8th Edition
Published on 14. March 2017
Book
Paperback/Softback
512 pages
978-0-13-448413-6 (ISBN)
Description
This print textbook is available for students to rent for their classes. The Pearson print rental program provides students with affordable access to learning materials, so they come to class ready to succeed.
For courses in Advertising.
Integrated advertising and marketing communications taught through real-life application
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-?life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.
Also available with MyLab Marketing
MyLab (TM) Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.
Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.
If you would like to purchase both the physical text and MyLab Marketing, search for:
0134641701 / 9780134641706 Integrated Advertising, Promotion, and Marketing Communications Plus MyLab Marketing with Pearson eText -- Access Card Package, 8/e
Package consists of:
0134450639 / 9780134450636 MyLab Marketing with Pearson eText -- Access Card -- for Integrated Advertising, Promotion, and Marketing Communications
0134484134 / 9780134484136 Integrated Advertising, Promotion, and Marketing Communications
For courses in Advertising.
Integrated advertising and marketing communications taught through real-life application
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-?life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.
Also available with MyLab Marketing
MyLab (TM) Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.
Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.
If you would like to purchase both the physical text and MyLab Marketing, search for:
0134641701 / 9780134641706 Integrated Advertising, Promotion, and Marketing Communications Plus MyLab Marketing with Pearson eText -- Access Card Package, 8/e
Package consists of:
0134450639 / 9780134450636 MyLab Marketing with Pearson eText -- Access Card -- for Integrated Advertising, Promotion, and Marketing Communications
0134484134 / 9780134484136 Integrated Advertising, Promotion, and Marketing Communications
More details
Persons
Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.
Donald Baack is a University Professor of Management at PSU and has been on the faculty since 1988. He has an undergraduate degree from Dana College, an MBA from Southwest Missouri State University, and a Ph.D. from the University of Nebraska.
Baack teaches undergraduate level Organizational Theory and Behavior, Advanced Organizational Behavior, and graduate level Behavioral Management. He is affiliated with the Southwest Academy of Management, Southern Management Association and the Nebraska Economics and Business Association. His involvement with the Southwest Academy of Management has included the responsibilities of President, Program Chair, and Editor of the Southwest Academy of Management Newsletter.
Professor Baack is the author or co-author of 11 books, including textbooks in the areas of Management, Organizational Behavior, and Marketing. One is a high school textbook for students studying International Business. He has also written three books for the general public.
Baack has written over 100 professional journal articles and conference papers. He serves as consulting editor for Pittsburg State's Journal of Managerial Issues.
Donald Baack is a University Professor of Management at PSU and has been on the faculty since 1988. He has an undergraduate degree from Dana College, an MBA from Southwest Missouri State University, and a Ph.D. from the University of Nebraska.
Baack teaches undergraduate level Organizational Theory and Behavior, Advanced Organizational Behavior, and graduate level Behavioral Management. He is affiliated with the Southwest Academy of Management, Southern Management Association and the Nebraska Economics and Business Association. His involvement with the Southwest Academy of Management has included the responsibilities of President, Program Chair, and Editor of the Southwest Academy of Management Newsletter.
Professor Baack is the author or co-author of 11 books, including textbooks in the areas of Management, Organizational Behavior, and Marketing. One is a high school textbook for students studying International Business. He has also written three books for the general public.
Baack has written over 100 professional journal articles and conference papers. He serves as consulting editor for Pittsburg State's Journal of Managerial Issues.
Content
Part I: The IMC Foundation
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
Part II: IMC Advertising Tools
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels
Part III: Digital and Alternative Marketing
8. Digital Marketing
9. Social Media
10. Alternative Marketing
Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs
Part V: IMC Ethics, Regulation, and Evaluation
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
Part II: IMC Advertising Tools
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels
Part III: Digital and Alternative Marketing
8. Digital Marketing
9. Social Media
10. Alternative Marketing
Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs
Part V: IMC Ethics, Regulation, and Evaluation
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program