For courses in advertising.
A study of integrated marketing communications taught through real-life application. 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.

MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

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.

MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Autorentext

Kenneth E. Clow held the rank of Emeritus Professor at the University of Louisiana at Monroe. He previously served at that institution as the Biedenharn Endowed Chair of Business and Dean of the College of Business. Before that time he had been the Dean of the College of Business at the University of North Carolina at Pembroke and the MBA Director at Pittsburg State University. Clow received his PhD from the University of Arkansas. During his career he published 12 additional textbooks, including several with Don Baack, and more than 200 academic journal and conference proceedings articles. Prior to that time he owned and operated a commercial cleaning service in Joplin, Missouri and Fayetteville, Arkansas, which had become one of the largest cleaning services in Southwest Arkansas. Clow passed away in late 2018.

Donald Baack is a University Professor at Pittsburg (Kansas) State University and has been on the faculty since 1988. He holds an undergraduate degree from Dana College, an MBA from Southwest Missouri State University, and a PhD from the University of Nebraska. He is the author or co-author of 16 additional books, 3 of which are for the general public. His other textbooks include Marketing Management: A Customer Oriented Approach (Sage), Cases in Marketing Management (Sage), and The Concise Encyclopedia of Advertising (Haworth) with Ken Clow, and International Marketing (Sage) with Daniel Baack and Barbara Czarnecka. Baack has written over 100 professional journal articles and conference papers, and he previously served as consulting editor for Pittsburg State's Journal of Managerial Issues. Baack worked collaboratively with Ken Clow on numerous projects for more than 25 years.

Klappentext

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

For courses in advertising.

A study of integrated marketing communications taught through real-life application 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.

MyLab-« Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Inhalt
PART 1: THE IMC FOUNDATION

1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors

4. The IMC Planning Process PART 2: IMC ADVERTISING TOOLS

5. Advertising Campaign Management
6. Advertising Design

7. Traditional Media Channels PART 3: DIGITAL AND ALTERNATIVE MARKETING

8. Digital and Mobile Marketing
9. Social Media

10. Alternative Marketing PART 4: IMC PROMOTIONAL TOOLS

11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions

13. Public Relations and Sponsorship Programs PART 5: IMC ETHICS, REGULATION, AND EVALUATION

14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program