Market-leading Advertising Promotion and Other Aspects of Integrated Marketing Communications, 9th Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make Advertising Promotion and Other Aspects of Integrated Marketing Communications, 9th Edition the most current I.M.C. book on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns.
New to this Edition
- All-New Social Media Coverage: Analyzing the effects of social media on the economy and traditional media, this new chapter broadens student interest in a topic they know well.
- Place-Based Marketing Integration: Mobile phones have given place-based marketing a key spot in I.M.C. today and ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition seamlessly integrates their applications throughout the readings.
- Insightful Privacy Discussions: Embracing the digital age often means trading privacy for progress, and the text asks students to evaluate the ethical and other considerations of doing so.
- New Personal Selling Chapter: The 9th Edition of ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS addresses this growing area in sales and marketing, highlighting methods and specific activities for students.
- Expanded Intellectual Property: Ignite classroom discussions about brands as intellectual property, and the potential legal issues to watch out for in business.