Integrated Advertising Promotion , and Marketing Communication

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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 Sale in Indian subcontinent onlyFeaturesNEW ADVERTISEMENTS! This edition contains a substantially greater number of ads than the previous edition. FULLY INTEGRATED LEARNING PACKAGE: Updated International Marketing discussions. Students are curious about the world around them. Updated Critical thinking exercises and mini-cases ContentsTHE IMC FOUNDATION Integrated Marketing Communications Corporate Image and Brand Management Buyer Behaviors Promotions Opportunity Analysis IMC ADVERTISING TOOLS Advertising Management Advertising Design: Theoretical Frameworks and Types of Appeals Advertising Design: Message Strategies and Executional Frameworks Advertising Media Selection IMC PROMTIONAL TOOLS Trade Promotions Consumer Promotions Personal Selling, Database Marketing, and Customer Relationship Management Public Relations, Sponsorship Programs, and Regulations IMC INTEGRATION TOOLS Internet Marketing IMC for Small Businesses and Entrepreneurial Ventures Evaluating an Integrated Marketing Program