Synopses & Reviews
This book provides a strong foundation in the basic principles of advertising and promotion and gives readers an "integrated learning experience. It incorporates Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. Chapter topics cover ethics and social responsibility in marketing communications, promotions opportunity analysis, brand and corporate image management, consumer buyer behaviors, business-to-business buyer behaviors, advertising management, advertising media selection, trade promotions, consumer promotions, personal selling, public relations and sponsorship programs, database and direct marketing programs, internet marketing, and evaluating an integrated marketing program. For professionals in the field of advertising.
Synopsis
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.
Table of Contents
I. IMC FOUNDATION. 1. Integrated Marketing Communications. 2. Corporate Image and Brand Management.
3. Consumer Buyer Behavior.
4. Business-to-Business Buyer Behavior.
5. Promotion Opportunity Analysis.
II. IMC ADVERTISING TOOLS. 6. Advertising Management.
7. Advertising Design: Theoretical Framework and Types of Appeals.
8. Advertising Design: Message Strategies and Executional Frameworks.
9. Advertising Media Selection.
III. IMC PROMOTIONAL TOOLS. 10. Trade Promotions.
11. Consumer Promotions.
12. Personal Selling, Database Marketing, and Customer Relationship Management.
13. Public Relations, Regulations, and Sponsorships.
IV. IMC INTEGRATION TOOLS. 14. Internet Marketing.
15. IMC for the Small Business Entrepreneur.
16. Evaluating an Integrated Marketing Program.