Integrated Advertising, Promotion, and Marketing Communications

£58 / ৳8,402.75

Integrated advertising and marketing communications taught through real-life applications 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.

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Subjects: Business , Accounting , Marketing , Management , Business. , Management , Finance and Banking , Operation Management , Supply Chain

Pearson MyLab Marketing is not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, please contact your Pearson rep for more information.

MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Features

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content that is especially relevant to students outside the United States.

About the book

Examining real-world experiences in communications

· EXPANDED! An active blog is still maintained by the authors at blogclowbaack.net. The authors post weekly news articles, videos, and items of interest to individuals using this text. The blog aims to provide information about current events that relate to the book. Textbook adopters can use these blog entries to enhance classroom presentations or as assignments for individual students or even small groups.

· Interviews and quotes with advertising professionals, integrated throughout the chapters, add commentary and perspective on various marketing and promotions topics and give students an important perspective on real-world applications.

· EXPANDED! Many new opening vignettes and cases--including stories about Nescafe, Sephora, and McDonald’s All-Day Breakfast program--keep the book updated and current. These accompany vignettes featured in the 7th Edition regarding Wholly Guacamole, Zehnder Communications, Huggies Pull-ups, and Interstate Batteries, which introduce students to the concepts presented throughout the chapter.

· UPDATED! Increased emphasis on social media highlights how social media is one of the most rapidly evolving aspects of advertising and promotion. Emphasis is placed on the ways companies currently use social media for marketing purposes and how it is integrated with other communication strategies.

· UPDATED! End-of-Chapter Cases aim to help students learn by providing plausible scenarios that require thought about and review of chapter materials. With 12 new cases and additional revisions, the short cases should help students conceptually understand chapter components and larger, more general marketing issues.

· NEW! Significant new advertisements have been added throughout the text. These resulted from interactions with advertising agencies by the authors.

· International marketing issues feature international concerns that match the presented materials. Also, a section called International Implications is found at the end of every chapter.

· UPDATED! Current examples of marketing communications principles provide students with up-to-date information about companies.

· EXPANDED! Critical-thinking exercises and discussion questions help students comprehend and apply chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper. These critical-thinking and discussion exercises require them to apply knowledge to a wide array of marketing situations.

· NEW! Creative Corner exercises give students the opportunity to use their creative abilities by asking them to design advertisements and other marketing-related materials. The exercises help students realize that they are more creative than they might think.

· Integrated learning exercises guide students to the Internet to access information that ties into the subject matter covered. These exercises provide students with an opportunity to look up various companies and organizations to see how they utilize the concepts presented in the chapter.

· UPDATED! The digital media chapter explores how digital media and mobile have changed the way that companies market products, and outlines the most current industry practices. The section on mobile marketing has been expanded to coincide with a shift of marketing dollars to those activities.

Pearson MyLab Marketingnot included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

· NEW! Integrated Campaigns in Action consists of a series of presentations about actual marketing programs, as created and designed by professional agencies.

· Branching, Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.

· The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text. Grading and item analysis in the assignment allow you to see what students know and don’t know.

· Learning Catalytics™ helps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.

o NEW! Upload a full PowerPoint® deck for easy creation of slide questions.

o NEW! Team names are no longer case sensitive.

o Help your students develop critical thinking skills.

o Monitor responses to find out where your students are struggling.

o Rely on real-time data to adjust your teaching strategy.

o Automatically group students for discussion, teamwork, and peer-to-peer learning.

· Reporting Dashboard. View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the Pearson MyLab Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

· Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.

· Writing Space. Better writers make great learners--who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to assisted-graded and create-your-own assignments, you decide your level of involvement in evaluating students' work. And because of integration with Turnitin®, Writing Space can check students’ work for improper citation or plagiarism.

Quizzes and Tests. Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

New to this Edition

About the book

Examining real-world experiences in communications

· An active blog is still maintained by the authors at blogclowbaack.net. The authors post weekly news articles, videos, and items of interest to individuals using this text. The blog aims to provide information about current events that relate to the book. Textbook adopters can use these blog entries to enhance classroom presentations or as assignments for individual students or even small groups.

· Many new opening vignettes and cases--including stories about Nescafe, Sephora, and McDonald’s All-Day Breakfast program--keep the book updated and current. These accompany vignettes featured in the 7th Edition regarding Wholly Guacamole, Zehnder Communications, Huggies Pull-ups, and Interstate Batteries, which introduce students to the concepts presented throughout the chapter.

· Increased emphasis on social media highlights how social media is one of the most rapidly evolving aspects of advertising and promotion. Emphasis is placed on the ways companies currently use social media for marketing purposes and how it is integrated with other communication strategies.

· End-of-Chapter Cases aim to help students learn by providing plausible scenarios that require thought about and review of chapter materials. With 12 new cases and additional revisions, the short cases should help students conceptually understand chapter components and larger, more general marketing issues.

· Significant new advertisements have been added throughout the text. This resulted from interactions with advertising agencies by the authors.

· Current examples of marketing communications principles provide students with up-to-date information about companies.

· Critical-thinking exercises and discussion questions help students comprehend and apply chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper. These critical-thinking and discussion exercises require them to apply knowledge to a wide array of marketing situations.

· Creative Corner exercises give students the opportunity to use their creative abilities by asking them to design advertisements and other marketing-related materials. The exercises help students realize that they are more creative than they might think.

· The digital media chapter explores how digital media and mobile have changed the ways that companies market products, and outlines the most current industry practices. The section on mobile marketing has been expanded to coincide with a shift of marketing dollars to those activities.

· Integrated Campaigns in Action consist of a series of presentations about actual marketing programs, as created and designed by professional agencies.

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