Integrated Advertising Promotion and Marketing Communications 8th Global Edition By Kenneth E. Clow, Donald E. Baack
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About this ebook
The Integrated Advertising, Promotion, and Marketing Communications, 8th Global Edition by Kenneth E. Clow and Donald Baack covers 15 chapters structured across 5 key parts. The textbook introduces an evolved definition of integrated marketing and focuses heavily on linking core business communications with digital and interactive consumer touchpoints.
The specific parts and topics covered in the book include:
Part I: The IMC Foundation
- Chapter 1: Integrated Marketing Communications – Introduction to the communication model (senders, encoding, decoding, noise) and the foundational definition of Integrated Marketing Communications (IMC).
- Chapter 2: Brand Management – Exploring the elements of corporate image, company names, and building/strengthening brand equity.
- Chapter 3: Buyer Behaviors – Analysis of consumer purchasing processes, purchase motives, consumer choices, and business-to-business (B2B) buying environments.
- Chapter 4: The IMC Planning Process – Setting communications objectives, market analyses, and budgeting for promotional strategies.
Part II: IMC Advertising Tools
- Chapter 5: Advertising Campaign Management – Navigating the role of advertising agencies, account executives, and the coordination of creative briefs.
- Chapter 6: Advertising Design – Examining creative strategies, advertising execution styles, message appeals, and message design.
- Chapter 7: Traditional Media Channels – In-depth evaluation of print, television, radio, and out-of-home advertising media planning.
Part III: Digital and Alternative Marketing
- Chapter 8: Digital Marketing – Covering e-commerce, internet marketing, mobile messaging, blogs, and interactive search strategies.
- Chapter 9: Social Media – Analyzing major social media platforms and the strategic links marketers use to proactively engage and interact with consumers.
- Chapter 10: Alternative Marketing – Exploring non-traditional venues such as buzz marketing, guerrilla marketing, lifestyle marketing, and product placements.
Part IV: IMC Promotional Tools
- Chapter 11: Database and Direct Response Marketing and Personal Selling – Focuses on consumer tracking, data-driven relationship tools, direct mail/telemarketing, and active sales force enablement.
- Chapter 12: Sales Promotions – Practical applications of consumer promotions (coupons, premiums, contests, rebates) and trade promotions aimed at B2B channel partners.
- Chapter 13: Public Relations and Sponsorship Programs – Managing stakeholders, corporate social responsibility, public relations (PR) strategies, event marketing, and sponsorship placements.
Part V: IMC Ethics, Regulation, and Evaluation
- Chapter 14: Regulations and Ethical Concerns – Ethical pitfalls, cultural risks, legal boundaries, and regulatory organizations monitoring advertising claims.
- Chapter 15: Evaluating an Integrated Marketing Program – Methods, metrics, and message-evaluation tools designed to provide measurable accountability for the entire promotional mix.
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