000 02257nam a2200313 4500
005 20250429085126.0
020 _a9781292411217
_cTZS 190,916/=
020 _a9781292411200
020 _a129241121X
040 _aMUL
_beng.
_eAACR
082 _a659.1 CLO
100 _aClow, Kenneth E.
245 _a Integrated advertising, promotion, and marketing communications
_c/ Kenneth, E. Clow and Donald Baack
250 _a9th ed.
_bGlobal Edition
260 _aHarlow :
_bPearson,
_cc 2022.
300 _a469 p. :
_bcol. ill.;
_c28 cm.
504 _aIncludes references and index p. 435 - 469.
505 _aPART 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
520 _aIntegrated 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."
546 _aeng.
650 _a Advertising
650 _aCommunication in marketing
650 _aDigital marketing
650 _aMobile marketing
650 _aBrand management
650 _aAdvertising design
700 _aBaak, Donald
_c( Author)
942 _cBK
999 _c10821
_d10821