Title: Integrated Advertising, Promotion, and Marketing Communications (3rd Edition)
Publisher: Prentice Hall
Publication Date: 2006
Language: English
ISBN 10: 0131866222
ISBN 13: 9780131866225
Binding: Paperback
Edition: 3rd Edition
Condition: As New
Weight: 38 ounces

About this title

Synopsis

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.

From the Back Cover

Advertising PlanPro by Palo Alto Software allows you to quickly and easily create a winning advertising plan through a step-by-step process. Advertising PlanPro addresses the advertising plan needs for all organizations that will benefit from an effective advertising plan.

Sample plans are included for all combinations of business types—product or service-based organizations that serve consumers or businesses. A non-profit sample advertising plan is also included.
Plan Wizards guide you through the plan selection process and build a customized advertising plan outline.
The Task Manager guides you through each step. All tables, charts, and text outlines are customized for your specific needs.
Contains the tables and essential charts every advertising plan should contain, plus the flexibility to add others.
Instructions and row-by-row help are provided throughout the software.
Use the print command to print out a beautifully formatted document that automatically merges text, tables, and charts.

"About this title" may belong to another edition of this title.

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