Integrated Advertising, Promotion and Marketing Communications

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9780131405462: Integrated Advertising, Promotion and Marketing Communications

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions. Using a hands-on approach in which students learn to develop a complete IMC program, this text takes a broader approach than Advertising or Promotions courses. Furthermore, the text gives students an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. - NEW - 200 new advertisements. - Provides students with timely, fresh examples of various advertising and promotional tactics. - NEW - More examples of IMC plans added to IMC Plan Pro CD-Rom. - Enables students to see multiple ways of developing an IMC Plan. - 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 - Reorganized and revised for better flow - - Provides students with Information presented in a more accessible order so that it is easier for them to absorb it. - NEW - Customer Relationship Management (CRM) Information added. - Provides students with more information on how the concept of CRM is being used by businesses. - NEW - New approach to integrating ethics into IMC programs - - Provides students with an effective approach to integrating regulations and ethics into IMC programs. - NEW - Increased branding focus - - Provides students with a clearer picture of branding and its issues. - NEW - New opening vignettes - - Provides students with fresh examples that they are familiar with so that they can better understand the concepts presented. - NEW - "Building Your IMC Campaign" exercises introduced in opening vignette.

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From the Back Cover:

Advertising PlanPro by Palo Alto Software allows you to quickly and easily create a winning advertising plan through a step-by-step process. Advertising PlanPro addresses the advertising plan needs for all organizations that will benefit from an effective advertising plan.

  • Sample plans are included for all combinations of business types—product or service-based organizations that serve consumers or businesses. A non-profit sample advertising plan is also included.
  • Plan Wizards guide you through the plan selection process and build a customized advertising plan outline.
  • The Task Manager guides you through each step. All tables, charts, and text outlines are customized for your specific needs.
  • Contains the tables and essential charts every advertising plan should contain, plus the flexibility to add others.
  • Instructions and row-by-row help are provided throughout the software.
  • Use the print command to print out a beautifully formatted document that automatically merges text, tables, and charts.

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