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Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition - Softcover
Críticas
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 and Intellectual 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. Public Relations, Buzz Marketing, and Sponsorships. 22. Packaging, POP Communications, and Signage. 23. Personal Selling.
Reseña del editor
Market-leading ADVERTISING PROMOTION AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9E International Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the 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 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, 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.
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- VerlagSouth-Western College Publishing
- Erscheinungsdatum2012
- ISBN 10 1133191428
- ISBN 13 9781133191421
- EinbandTapa blanda
- Anzahl der Seiten752
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Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition
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Cengage Learning, Inc, United States, Florence, 2012
ISBN 10: 1133191428
ISBN 13: 9781133191421
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Paperback. Zustand: Very Good. Market-leading ADVERTISING PROMOTION AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9E International Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the 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 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, 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Artikel-Nr. GOR004884507
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Internationale Ausgabe
Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition
Verlag:
South-Western College Pub, 1980
ISBN 10: 1133191428
ISBN 13: 9781133191421
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Misc. Supplies. Zustand: USED_VERYGOOD. Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Artikel-Nr. 7719-9781133191421
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