Integrated Advertising Promotion and Marketing Communications 7th Edition Clow Solutions Manual
Product details:
- ISBN-10 : 0133866335
- ISBN-13 : 978-0133866339
- Author:
- Kenneth E. Clow University of Louisiana at Monroe
- Donald E Baack Pittsburg State University
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world. This text covers advertising and promotions, but also the role of social media, blogs, mobile messaging, and other marketing tactics. As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations.
The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process.
Table contents:
PART 1: THE IMC FOUNDATION
- Integrated Marketing Communications
- Brand Management
- Buyer Behaviors
- The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
- Advertising 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
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