
Advertising and Promotion: An Integrated Marketing Communications Perspective
11th EditionISBN10: 1259548147
ISBN13: 9781259548147
Copyright: 2018
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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.
Global Perspectives
features examine the role of advertising and other promotional areas in international markets.
Ethical Perspectives
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.
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