Advertising Promotion and Other Aspects of Integrated Marketing Communications

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Cengage Learning, Feb 28, 2012 - Business & Economics - 752 pages
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Market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Comprehensive treatment of the fundamentals 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 enormous popularity 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 ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition the most current I.M.C. text 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.
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Contents

The Practice and Environment of Integrated Marketing Communications IMC
2
Fundamental IMC Planning Background and Decisions
112
Advertising Management and New Media Choices
230
Sales Promotion Management
508
Other IMC Tools
600
Glossary
701
Name Index
708
Subject Index
714
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