Integrated Advertising, Promotion, and Marketing Communications Tapa dura - 2002

Información de la editorial

This text has been written for courses in Integrated Marketing Communications, Advertising Principles, and Advertising Strategy, and Advertising and Promotions. Integrated Marketing Communications takes a broader approach than Advertising or Promotions courses. The text gives students an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project. It provides: a foundation in the basic principles of advertising and promotion; a strong business-to-business dimension; international examples and explanations which are woven into the chapter material; and integrated learning experiences designed to utilize the Internet. The power of the Web should help students interact with the concepts and lets them create their own IMC campaign. Two unique cases (called Application Exercises) are included in each chapter. These cases are a blend of consumer products, services, business-to-business and international. Most deal with small businesses that students can readily identify with. There are implications for decision-makers in every chapter. Also, each chapter has at least one question utilizing the Internet.