Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package / With CD

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.

Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core--not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.

Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core--not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.

Features :

• NEW--IMC reorganized and revised--Promotion Opportunity Analysis ties together the foundations so students can gain a better understanding of brand management, consumer and business-to-business behavior.
• Provides students with information presented in a more accessible order so that it is easier for them to absorb it.
• NEW--IMC for the Small Business Entrepreneur chapter added.
• Provides students with specific promotional tools and guidelines that address how a small business using a limited budget can reach potential customers.
• NEW--Customer Relationship Management (CRM) information added.
• Provides students with more information on how the concept of CRM is being used by businesses.
• NEW--Increased branding focus--i.e. Corporate image, brand management, brand equity and brand parity.
• Provides students with a clearer picture of branding and its issues.
• NEW--New approach to integrating ethics into IMC programs--Vignettes identify key issues from the chapter and lead to discussion.
• Provides students with an effective approach to integrating regulations and ethics into IMC programs.
• NEW--"Building Your IMC Campaign" exercises introduced in opening vignette and then brought up again at the end of the chapter, with free IMC Plan Pro commercial software.
• Helps instructors "Practice What You Teach." Enables students to do integrated marketing communications.
• Business-to-business marketing concepts.
• Provides students with examples and comments woven throughout the text.
• International examples throughout.
• Provides students with a more integrated approach to advertising, promotions, and marketing communications in the international arena.
• Integrated Learning Experiences--Every chapter contains integrated learning experiences designed to utilize the Internet.
• Helps students interact with the concepts and theories presented in the text.