Advertising Promotion and Other Aspects of Integrated Marketing Communications

Whether students are taking this course to learn more about the dynamic nature

of this field or as part of planning a career in advertising, sales promotion, or other aspects of marketing, Advertising, Promotion, and Other Aspects of Integrated Marketing Communications will provide them with a contemporary view of the role and importance of marketing communications. The text emphasizes the importance of integrated marketing communications (IMC) in enhancing the equity of brands, and provides thorough coverage of all aspects of an IMC program: advertising, sales promotion, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorships. These topics are made even more accessible in this edition through expanded use of examples and applications. And of course, the text covers appropriate academic theories and concepts to provide formal structure to the illustrations and examples.

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications is intended for use in undergraduate or graduate courses in marketing communications, advertising, promotion strategy, promotion management, or other courses with similar concentrations. Professors and students alike should find this book substantive but highly readable, eminently current but also appreciative of the evolution of the field. Above all, this eighth edition blends marketing communications practice in its varied forms with research and theory. Throughout its previous seven editions, the attempt has been made to balance coverage in examining marketing communications both from the consumer’s and the marketer’s vantage points. This edition focuses more than ever on managerial aspects of marketing communications and also gives increased attention to business-to-business-oriented marketing communications.