Advertising and Promotion: An Integrated Marketing Communications Perspective11th Edition
Part 1: An Introduction to Integrated Marketing Communications
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part 2: Integrated Marketing Communications Program Situation Analysis
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
Part 3: Analyzing the Communication Process
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: Developing the Integrated Marketing Communications Program
Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Media: Television and Radio
Chapter 12: Evaluation of Media: Magazines and Newspapers
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Part 6: Monitoring, Evaluation, and Control
Chapter 18: Measuring the Effectiveness of the Promotional Program
Part 7: Special Topics and Perspectives
Chapter 19: International Advertising and Promotion
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Chapter 22: Personal Selling (Online)
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Application Exercises in Connect®
Include video cases, case analyses, and more to challenge students to apply advertising concepts to real-life cases and scenarios. The eleventh edition includes new Video Cases featuring Charmin, Turbotax, and Dasani, and Qatar’s efforts to host the 2020 FIFA World Cup.
Updated IMC Coverage
with attention to how cutting-edge tech developments are changing the ways companies communicate with customers. Innovative social media–based campaigns that rely heavily on user-generated content are featured, with attention given throughout to ways marketers utilize Facebook, Twitter, Instagram, Snapchat, and other social media tools.
New and Updated IMC Perspectives
focus on specific examples of how companies and their communications agencies are using integrated marketing communications. These features provide insight into many of the most current and popular advertising and promotional campaigns being used by marketers. The IMC Perspectives also address interesting issues related to advertising, sales promotion, direct marketing, marketing on the Internet, and personal selling.
Expanded emphasis on Digital and Social Media
integrated throughout and via chapter "The Internet: Digital and Social Media." discuss various Web 2.0 tools that facilitate interactive information sharing and collaboration, including social media and user-generated content, including videos (YouTube), blogs, and podcasts. Digital-based tools and strategies used by marketers, including display advertising, paid search, behavioral targeting, retargeting, and the use of mobile media are discussed, as well as the latest developments in audience measurement and methods for determining the effectiveness of digital advertising.
Digital and Social Media Perspectives
boxed items focus attention on how changes and advances in digital and social media impact the practice of integrated marketing communications.
features examine the role of advertising and other promotional areas in international markets.
features discuss specific issues, developments, and problems that call into question the ethics of marketers and their decisions as they develop and implement their advertising and promotional programs. Nearly all are new or completely updated for the eleventh edition.
All new Chapter Opening Vignettes
chosen for their currency and relevance to students to demonstrate how various companies and advertising agencies use advertising and other IMC tools. They also provide interesting insights into some of the current trends and developments in advertising.
How to Access Instructor Tools for your Course
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