Advertising, Promotion, and other aspects of Integrated Marketing Communications (10th Edition)

Solutions and explanations
An Overview of Integrated Marketing Communications
Enhancing Brand Equity and Accountability
Brand Adoption, Brand Naming, and Intellectual Property Issues
Environmental, Regulatory, and Ethical Issues
Segmentation, Targeting, and Positioning
The Communications Process and Consumer Behavior
The Role of Persuasion in Integrated Marketing Communications
Objective Setting and Budgeting
Overview of Advertising Management
Effective and Creative Ad Messages
Endorsers and Message Appeals in Advertising
Traditional Advertising Media
Digital Media: Online, Mobile, and App Advertising
Social Media
Direct Marketing, CRM, and Other Media
Media Planning and Analysis
Measuring Ad Message Effectiveness
Sales Promotion Overview and the Role of Trade Promotion
Consumer Sales Promotion: Sampling and Couponing
Consumer Sales Promotion: Premiums and Other Promotions
Public Relations, Content Marketing, Viral Marketing, and Sponsorships
Packaging, Point-of-Purchase Communications, and Signage
Personal Selling
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