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Integrated advertising and marketing communications taught through real-life application

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-­life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.

Table of Contents

Part I: The IMC Foundation

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

Part II: IMC Advertising Tools

5. Advertising Campaign Management

6. Advertising Design

7. Traditional Media Channels

Part III: Digital and Alternative Marketing

8. Digital Marketing

9. Social Media

10. Alternative Marketing

Part IV: IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions

13. Public Relations and Sponsorship Programs

Part V: IMC Ethics, Regulation, and Evaluation

14. Relations and Ethical Concerns

15. Evaluating an Integrated Marketing Program