Advertising and Promotion: An Integrated Marketing Communications Perspective, 12th Edition
* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
Additional Product Information:
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
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)
By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.
Available within Connect, SmartBook 2.0 is an adaptive learning solution that provides personalized learning to individual student needs, continually adapting to pinpoint knowledge gaps and focus learning on concepts requiring additional study. SmartBook 2.0 fosters more productive learning, taking the guesswork out of what to study, and helps students better prepare for class. With the ReadAnywhere mobile app, students can now read and complete SmartBook 2.0 assignments both online and off-line. For instructors, SmartBook 2.0 provides more granular control over assignments with content selection now available at the concept level. SmartBook 2.0 also includes advanced reporting features that enable instructors to track student progress with actionable insights that guide teaching strategies and advanced instruction, for a more dynamic class experience.
Your text has great instructor tools, like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video.
Steps to access instructor resources:
- To get started, visit connect.mheducation.com to sign in. (If you do not have an account, request one from your McGraw Hill rep. To find your rep, visit Find Your Rep)
- Then, under "Find a Title," search by title, author, or subject
- Select your desired title, and create a course. (You do not have to create assignments, just a course instance)
- Go to your Connect course homepage
- In the top navigation, select library to access the title's instructor resources
Reduce course material costs for your students while still providing full access to everything they need to be successful. It isn't too good to be true - it's Inclusive Access.
Creating accessible products is a priority for McGraw Hill. We make accessibility and adhering to WCAG AA guidelines a part of our day-to-day development efforts and product roadmaps.
For more information, visit our accessibility page, or contact us at email@example.com