02257nam a2200313 4500
20250429085126.0
9781292411217
TZS 190,916/=
9781292411200
129241121X
MUL
eng.
AACR
659.1 CLO
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications
/ Kenneth, E. Clow and Donald Baack
9th ed.
Global Edition
Harlow :
Pearson,
c 2022.
469 p. :
col. ill.;
28 cm.
Includes references and index p. 435 - 469.
PART 1: THE IMC FOUNDATION :Integrated Marketing Communications
Brand Management
Buyer Behaviors
The IMC Planning Process
PART 2: IMC ADVERTISING TOOLSA : dvertising Campaign Management
Advertising Design
Traditional Media Channels
PART 3: DIGITAL AND ALTERNATIVE MARKETING : Digital and Mobile Marketing
Social Media
Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS : Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION :Relations and Ethical Concerns
Evaluating an Integrated Marketing Program
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."
eng.
Advertising
Communication in marketing
Digital marketing
Mobile marketing
Brand management
Advertising design
Baak, Donald
( Author)
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