Kenneth E. Clow, Donald E. Baack - Integrated Advertising, Promotion, and Marketing Communications (2017, Pearson)

Kenneth E. Clow, Donald E. Baack - Integrated Advertising, Promotion, and Marketing Communications (2017, Pearson); 509 pages; Full color. 

Preface.

Advertising, promotions, and communications remain integral components of marketing. For marketing majors, understanding how companies effectively communicate and interact with customers and potential customers creates the foundation they need to develop effective marketing skills. This will help our readers succeed in their marketing careers. If your students are not marketing majors, consider all of the marketing communications around them. Any company or organization they work for will be involved in marketing its products or services. Knowing how marketing communications are developed constitutes valuable knowledge. It helps them recognize the methods used by the people in the marketing departments where they will work and provides them with better information to function as consumers.

We continue to refine Integrated Advertising, Promotion, and Marketing Communications, in part, to help students understand the importance of integrating all marketing communications (IMC) and how they are produced and transmitted. When the first edition was written, most marketing communication textbooks focused primarily on advertising. As your students know from their everyday experiences and the courses they have taken in college, marketing communications incorporates much more. It includes promotions, such as coupons, price discounts, and contests. Marketing has expanded to extensive use of social media, internet blogs, customer product reviews, messages delivered to mobile phones, and other programs, such as buzz marketing and stealth marketing. These venues create vital links to effectively reach consumers. These should be carefully integrated into one clear message and voice for customers to hear and see.

We prepared this textbook and the additional materials in ways that will best help your students to understand integrated marketing communications. Students need opportunities to apply concepts to real-life situations. This helps them clearly understand and retain the ideas. As a result, we have composed a variety of end-of-chapter materials designed to help them practice using the concepts. These materials now include an ongoing blog, integrated campaigns in action, integrated learning exercises, discussion and critical-thinking exercises, creative exercises, blog exercises, and updated cases.

Happy reading, Cheers!