Principles of Advertising and IMC - Brossura

Duncan, Tom

Brossura

ISBN 10: 0071111190 ISBN 13: 9780071111195

Casa editrice: McGraw-Hill Higher Education, 2004

Riassunto

Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan’s text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. Principles of Advertising and IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity.

Su questo libro

Contenuti

Part I How Brands are Built

1 The Marketing Communication Functions and IMC

2 Marketing Communication Partners and Organization

3 Brands and Stakeholder Relationships

Part II Basic MC Strategies for Building Brands

4 Integrating the Brand Communication Process

5 Customer Brand Decision Making

6 Advertising and IMC Planning

7 Segmenting, Targeting and Positioning

8 Data-Driven Communications

Part III Creating, Sending, and Receiving Brand Message

9 Advertising and IMC Creative Strategies

10 Creative Executions

11 Advertising and IMC Media

12 Internet and e-Commerce

13 Advertising and IMC Media Planning

Part IV The Marketing Communication Functions

14 Consumer Promotional and Packaging

15 Channel Marketing and Trade Promotion

16 Personal Selling

17 Public Relations and Brand Publicity

18 Integrated Direct Marketing

19 Customer Service, Trade Shows, Events and Sponsorships

Part V The Big Picture

20 Social, Legal, and Ethical Issues in Marketing Communications

21 International IMC

22 Effectiveness Measurements and Evaluations

Dettagli dell?edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 0071111190
• ISBN 13: 9780071111195
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 774
• Contatto del produttore: non disponibile