Please note that the digital access code that comes with the print book is valid for use in a specific Asia territory only.

CB VitalSource eBook – The ultimate eBook experience has arrived! Easily access our eBooks with features that will improve your reading experience, and tools to help you take notes and organize your studies.

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap® Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Part I: THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC).
1. An Overview of Integrated Marketing Communications.
2. Enhancing Brand Equity and Accountability.
3. Brand Adoption, Brand Naming and Intellectual Property Issues.
4. Environmental, Regulatory and Ethical Issues.
Part II: FUNDAMENTAL IMC PLANNING AND DECISIONS.
5. Segmentation, Targeting, and Positioning.
6. The Communications Process and Consumer Behavior.
7. The Role of Persuasion in IMC.
8. IMC Objective Setting and Budgeting.
Part III: ADVERTISING MANAGEMENT AND MEDIA CHOICES.
9. An Overview of Advertising Management.
10. Effective and Creative Ad Messages.
11. Endorsers and Message Appeals in Advertising.
12. Traditional Ad Media.
13. Digital Media: Online, Mobile and App Advertising.
14. Social Media.
15. Direct Marketing, CRM, and Other Media.
16. Media Planning and Analysis.
17. Measuring Ad Message Effectiveness.
Part IV: SALES PROMOTION MANAGEMENT.
18. Sales Promotion Overview and the Role of Trade Promotion.
19. Consumer Sales Promotion: Sampling and Couponing.
20. Consumer Sales Promotion: Premiums and Other Promotions.
Part V: OTHER IMC TOOLS.
21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships.
22. Packaging, POP Communications, and Signage.
23. Personal Selling.

Please note that the digital access code that comes with the print book is valid for use in a specific Asia territory only. CB VitalSource eBook – The ultimate eBook experience has arrived! Easily access our eBooks with features that will improve your reading experience, and tools to help you take notes and organize your studies. Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap® Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns. TEXT EMPHASIZES STRONG TIES TO BRANDING AND OUTCOME-BASED MEASURES OF PERFORMANCE. All advertising and promotion examples are fully integrated with branding, including a special treatment of brand equity and intellectual property issues. To reflect today’s shift in agency compensation to outcome-based performance, numerous examples connect advertising and promotion to such measures. Students find meaningful discussions of the link between advertising and sales/behavior, return on investment, advertising elasticities and prediction of market share. THIS EDITION REVIEWS THE LATEST MATERIAL ON EMERGING AREAS OF IMC. Students examine app advertising, digital media choices and issues for online and mobile advertising, new research techniques such as neuroimaging, ad privacy and blocking wars, sponsored content, customer relationship management (CRM), and non-traditional media choices in IMC. THE HARVARD BUSINESS PUBLISHING CASE MAP. If you wish to use Harvard Business Publishing cases, this map links chapters to almost 70 HBP cases suggested for review for use in your classroom as you emphasize and directly apply IMC principles. ALL NEW AND UPDATED MARCOM INSIGHTS, INSIGHTS ONLINE AND GLOBAL FOCUSES KEEP CONTENT BOTH CURRENT AND ENGAGING. The Marcom Insights, Insights Online, and Global Focuses in this edition are all-new or updated with the latest material. For example, the fascination evolution of the Goodwill Boutique brand is now featured in the Marcom Insight in Chapter 3. To remain more current, these features are linked to the online resource, MindTap®. THE LATEST CONTENT LINKS TO INSIGHTS ONLINE IN MINDTAP® TO ENSURE CUTTING-EDGE UPDATES. In addition to these timely Online Insights, you find a wealth of helpful supporting material in MindTap® to keep your classroom presentations up to date, including commercial links and other important IMC features. UP-TO-DATE MATERIAL ENSURES YOU ARE TEACHING THE MOST CURRENT INFORMATION. This edition discusses the latest IMC methods, research, and practices -- including social, ethical, regulatory, and international dimensions -- to give your students a comprehensive picture of how IMC is practiced today. All material is backed by the latest research and data in today’s advertising and marketing fields. BOOK FOCUSES ON EMERGING PRACTICES. This edition’s IMC coverage would not be complete without discussions of online, mobile, apps, viral, and social media practices and options, making the book the most current text of its kind. Students examine the latest issues and how these issues are impacting traditional marketing. INTERESTING INSIGHTS OFFER PROFESSIONAL ADVICE AND PERSPECTIVES. Chapter-opening "Marcom Insights" introduce today’s students to each chapter’s topics with practical, professional guidance and helpful tips and advice. CONTEMPORARY ADS BRING PRINCIPLES TO LIFE. Students clearly see how successful marketers have turned products into household names, as advertising campaigns in the book’s readings demonstrate effective advertising in action.