Image of Integrated advertising, promotion, and marketing communications

Integrated advertising, promotion, and marketing communications

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00000009286HF5821 .C568 2004 (General Book)Currently On Loan (Due on2020-06-22)

Publisher :Pearson Prentice-Hall , 2004

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.

Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.



Table of Contents



I. IMC FOUNDATION.

1. Integrated Marketing Communications.

2. Corporate Image and Brand Management.

3. Consumer Buyer Behavior.

4. Business-to-Business Buyer Behavior.

5. Promotion Opportunity Analysis.



II. IMC ADVERTISING TOOLS.

6. Advertising Management.

7. Advertising Design: Theoretical Framework and Types of Appeals.

8. Advertising Design: Message Strategies and Executional Frameworks.

9. Advertising Media Selection.



III. IMC PROMOTIONAL TOOLS.

10. Trade Promotions.

11. Consumer Promotions.

12. Personal Selling, Database Marketing, and Customer Relationship Management.

13. Public Relations, Regulations, and Sponsorships.



IV. IMC INTEGRATION TOOLS.

14. Internet Marketing.

15. IMC for the Small Business Entrepreneur.

16. Evaluating an Integrated Marketing Program.



Plus IMC Plan Pro Package,


Series Title
-
Call Number
HF5821 .C568 2004
Publisher Place Englewood Cliffs
Collation
xxvii, 538p.: col.ill.; 28cm. + 1 CD-ROM
Language
English
ISBN/ISSN
0131405462
Classification
HF5821
Media Type
-
Carrier Type
-
Edition
2nd ed.
Subject(s)
Specific Info
-
Statement
Content Type
-

No other version available



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