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Integrated Advertising, Promotion, and Marketing Communications

ISBN: 9780131405462 | 0131405462
Edition: 2nd
Format: Paperback
Publisher: PRENTICE HALL
Pub. Date: 5/1/2003

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This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

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