Summary: For introductory courses in marketing communications, advertising and promotions.
This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process.
International examp ...show moreles acknowledge that integrated marketing communication exists and is practiced throughout a global community. The Roma's Lite Pizza integrative case runs throughout the book. The student builds on a given marketing plan for this new product launch.
At the end of each chapter, students are asked to apply what they have learned to the planning of this launch.
By the time students have finished the book, they will have created their own integrated marketing communication plan for this new product launch.
Real-World profiles of young executives describe a variety of jobs, career paths, and views on how to get ahead in marketing communication.
Each chapter contains an IMC in Action, IMC in Focus, and an Ethics Box.
These boxes are imbedded into the discussion in the text so their importance is apparent.
The text has been carefully crafted and written to keep the discussions interesting, clear, and accessible.
The reference point throughout the book is planning and strategy.
Video cases are tied in to key chapters in the text. ...show less