Integrated marketing communications in advertising and promotion

Market-leading INTEGRATED MARKETING COMMUNICATION IN ADVERTISING AND PROMOTION, 9E International Edition discusses all aspects of marketing communications,from time-honored methods to the newest developments in the field. Deliveringthe fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormouspopularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make INTEGRATED MARKETING COMMUNICATION IN ADVERTISINGAND PROMOTION, 9E International Edition the most current I.M.C. book on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns. INDICE: PART I: THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (I.M.C.). 1. An Overview of Integrated Marketing Communications. 2. Enhancing Brand Equity and Accountability. 3. Brand Adoption, Brand Naming andIntellectual Property Issues. 4. Environmental, Regulatory and Ethical Issues. PART II: FUNDAMENTAL I.M.C. PLANNING BACKGROUND AND DECISIONS. 5. Segmentation and Targeting in I.M.C. 6. The Communications Process and Consumer Behavior. 7. The Role of Persuasion in I.M.C. 8. I.M.C. Objective Setting and Budgeting. PART III: ADVERTISING MANAGEMENT AND NEW MEDIA CHOICES. 9. An Overview of Advertising Management. 10. Effective and Creative Ad Messages. 11. Endorsers and Message Appeals in Advertising. 12. Traditional Ad Media. 13. Online Advertising. 14. Social Media. 15. Direct Advertising and Other Media. 16. Media Planning and Analysis. 17. Measuring Ad Message Effectiveness. PART IV: SALES PROMOTION MANAGEMENT. 18. Sales Promotion Overview and the Role of Trade Promotion. 19. Consumer Sales Promotion: Sampling and Couponing. 20. Consumer Sales Promotion: Premiums and other Promotions. PART V: OTHER I.M.C. TOOLS. 21. PublicRelations, Buzz Marketing, and Sponsorships. 22. Packaging, POP Communications, and Signage. 23. Personal Selling.

• ISBN: 978-1-133-19142-1
• Editorial: South Western College
• Encuadernacion: Rústica
• Páginas: 688
• Fecha Publicación: 21/06/2012
• Nº Volúmenes: 1
• Idioma: Inglés