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The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-­life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.

Integrated Advertising, Promotion, and Marketing Communication, Global Edition

• Half Title Page


• Title Page


• Copyright Page


• Dedication Page


• Brief Contents


• Contents


• Preface


• Part One: The IMC Foundation


• Chapter 1 Integrated Marketing Communications


• The Nature of Communication


• Integrated Marketing Communications


• An Integrated Marketing Communications Plan


• Emerging Trends in Marketing Communications


• Emphasis on Accountability and Measurable Results


• Integration of Digital Media


• Integration of Media Platforms


• Changes in Channel Power


• Increases in Global Competition


• Increases in Brand Parity


• Emphasis on Customer Engagement


• The Role of Integrated Marketing Communications


• IMC Components and the Design of this Text


• IMC Foundation


• Advertising


• Digital and Alternative


• Selling Components


• Integration


• International Implications


• Chapter 2 Brand Management


• Corporate and Brand Image


• Components of Brand Image


• The Role of Brand Image?Consumer Perspective


• The Role of Brand Image?Company Perspective


• Brand Names and Brand Types


• Family Brands


• Brand Extensions


• Flanker Brands


• Co-Branding


• Brand Logos


• Identifying the Desired Brand Image


• Creating the Right Brand Image


• Rejuvenating a Brand?s Image


• Changing a Brand?s Image


• Developing and Building Powerful Brands


• Brand Loyalty


• Brand Equity


• Measuring Brand Equity


• Private Brands


• Advantages to Retailers


• Responses from Manufacturers


• Packag