Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack.

Includes bibliographical references and index.

PART 1: THE IMC FOUNDATION :Integrated Marketing Communications -- Brand Management -- Buyer Behaviors -- The IMC Planning Process -- PART 2: IMC ADVERTISING TOOLSA : dvertising Campaign Management -- Advertising Design -- Traditional Media Channels -- PART 3: DIGITAL AND ALTERNATIVE MARKETING : Digital and Mobile Marketing -- Social Media -- Alternative Marketing -- PART 4: IMC PROMOTIONAL TOOLS : Database and Direct Response Marketing and Personal Selling -- Sales Promotions -- Public Relations and Sponsorship Programs -- PART 5: IMC ETHICS, REGULATION, AND EVALUATION :Relations and Ethical Concerns -- Evaluating an Integrated Marketing Program

"Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-Ưlife situations, students will understand the vital links marketers use to connect and interact with customers."