Integrated Advertising, Promotion and Marketing Communications

• Main Authors: Clow, Kenneth E. (Author), Baack, Donald (Author)
• Format: Book
• Language: English
• Published: Boston Pearson Education 2016
• Edition: Seventh edition
• Subjects: Communication In Marketing; Advertising
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xx, 476 pages illustrations, colour 28 cm.
• Bibliography: Includes bibliographical references and indexes
• ISBN: 9780133866339; 0133866335

A Modern Guide to Integrated Marketing CommunicationsIntegrated 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. Also available with MyMarketingLab MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.