Advertising, promotion, and other aspects of integrated marketing communications

Market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th 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, 9th 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.

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

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Summary

Summary

Table of Contents