Librería Portfolio

Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples
-Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout
-Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
-New in Connect! Advertising Mini Sims, New Case Analysis and Live Action Videos, and the New Advertising Video Library



Part One Introduction to Integrated Marketing Communications
1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
2 THE ROLE OF IMC IN THE MARKETING PROCESS


Part Two Integrated Marketing Communications Program Situation Analysis
3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER MARKETING COMMUNICATION ORGANIZATIONS
4 PERSPECTIVES ON CONSUMER BEHAVIOR


Part Three Analyzing the Communication Process
5 THE COMMUNICATION PROCESS
6 SOURCE, MESSAGE, AND CHANNEL FACTORS


Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM


Part Five Developing the Integrated Marketing Communications Program
8 CREATIVE STRATEGY: PLANNING AND DEVELOPMENT
9 CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION
10 MEDIA PLANNING AND STRATEGY
11 EVALUATION OF MEDIA: TELEVISION AND RADIO
12 EVALUATION OF MEDIA: MAGAZINES AND NEWSPAPERS
13 SUPPORT MEDIA
14 DIRECT MARKETING
15 THE INTERNET: DIGITAL AND SOCIAL MEDIA
16 SALES PROMOTION
17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING


Part Six Monitoring, Evaluation, and Control
18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM


Part Seven Special Topics and Perspectives
19 INTERNATIONAL ADVERTISING AND PROMOTION
20 REGULATION OF ADVERTISING AND PROMOTION
21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND PROMOTION
22 PERSONAL SELLING (ONLINE ONLY)