Integrated advertising, promotion, and marketing communications
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software
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| Formato: | Livro |
| Publicado em: |
Upper Saddle River, N.J. :
Pearson Prentice Hall,
©2007.
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| Edição: | 3rd ed. |
| Assuntos: | |
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Sumário:
- Integrated marketing communications Corporate image and brand management Buyer behaviors Promotions opportunity analysis Advertising management Advertising design: theoretical frameworks and types of appeals Advertising design: message strategies and executional frameworks Advertising media selection Trade promotions Consumer promotions Personal selling, database marketing, and customer relationship management Public relations, sponsorship programs, and regulations Internet marketing IMC for small businesses and entrepreneurial ventures Evaluating an integrated marketing program