Principles of Advertising and IMC
McGraw-Hill Professional
978-0-07-295615-3 (ISBN)
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Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan’s text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. Principles of Advertising and IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.
The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.
Part I How Brands are BuiltChapter 1The Marketing Communication Functions and IMC Chapter 2Marketing Communication Partners and Organization Chapter 3Brands and Stakeholder RelationshipsPart II Basic MC Strategies for Building BrandsChapter 4Integrating the Brand Communication ProcessChapter 5Customer Brand Decision MakingChapter 6Advertising and IMC Planning Chapter 7Segmenting, Targeting and PositioningChapter 8Data-Driven CommunicationsPart III Creating, Sending, and Receiving Brand MessageChapter 9Advertising and IMC Creative StrategiesChapter 10Creative Executions Chapter 11Advertising and IMC Media Chapter 12Internet and e-Commerce Chapter 13Advertising and IMC Media PlanningPart IV The Marketing Communication FunctionsChapter 14Consumer Promotional and PackagingChapter 15Channel Marketing and Trade Promotion Chapter 16Personal SellingChapter 17Public Relations and Brand Publicity Chapter 18Integrated Direct Marketing Chapter 19Customer Service, Trade Shows, Events and Sponsorships Part V The Big PictureChapter 20Social, Legal, and Ethical Issues in Marketing Communications Chapter 21International IMCChapter 22Effectiveness Measurements and Evaluations
| Sprache | englisch |
|---|---|
| Maße | 221 x 282 mm |
| Gewicht | 1880 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-295615-1 / 0072956151 |
| ISBN-13 | 978-0-07-295615-3 / 9780072956153 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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