Kenneth E. Clow Livres

For undergraduate Advertising and Integrated Marketing Communication courses, this text offers a modern approach to integrated marketing, teaching students how to communicate effectively in the business world. It addresses not only advertising and promotions but also the significance of social media, blogs, mobile messaging, and other marketing tactics. As marketing strategies have evolved to include stealth approaches, the text has adapted accordingly. Each chapter features tools that enable students to apply concepts to real-life scenarios, enhancing retention. The new Seventh Edition introduces end-of-chapter blog exercises, links to relevant articles, videos, and social media, along with new interviews with advertising professionals. Additionally, MyMarketingLab provides interactive tools to guide students through the promotional process. Note that MyMarketingLab is not included and should only be purchased if required by an instructor. Instructors can contact their Pearson representative for more details. MyMarketingLab is an online platform designed to personalize learning and improve outcomes, offering a variety of interactive activities that encourage active engagement and retention of challenging course concepts.

Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.

Příručka shrnuje základní informace o efektivním programu reklamní, propagační a marketingové komunikace.