Integrated Advertising Promotion and Marketing Communications, Global Edition, Clow K.E., Baack D., 2018

Integrated Advertising Promotion and Marketing Communications, Global Edition, Clow K.E., Baack D., 2018.

   The eighth edition of Integrated Advertising, Promotion, and Marketing Communications offers several new features. The most exciting may be the addition more blog posts devoted to supporting this textbook for both professors and students. The blog may be found at: blogclowbaack.net and is incorporated into the text in end-of-chapter exercises. These exercises feature links to news articles, YouTube videos, social media networks and other web sites presenting interesting and engaging marketing communications ideas and tactics.




LEAN CUISINE.
How do you convince consumers that the same product should be viewed in a different way? This challenge faced marketers at Lean Cuisine as consumer thinking processes evolved over time. The response began with an effort to create effective communication.

The marketing team realized that the term "diet" was fading in usage and popularity. In response. Lean Cuisine brand manager Chris Flora noted, "We didn't really have a brand soul. For us to really thrive in this marketplace we wanted to find that brand soul." Flora suggested that "we want to really connect with our consumers."

The process involved a multi-faceted approach that included new product developments, new marketing messages, and even cooperation with other companies. Nestle, ConAgra, Kellogg and General Mills jointly launched a three-year, $30 million image campaign entitled "Frozen. How Fresh Stays Fresh." The goal was to convince consumers, many of whom had begun to strongly prefer fresh food over frozen, that the latter was equally tasty and healthy. Consequently, the campaigned portrayed the freezing process as "nature's pause button." New product offerings were developed, including sweet and spicy Korean style beef, Vermont white cheddar mac and cheese, pomegranate chicken, and other options labeled as "marketplace meals," "craveables," "comfort," and "favorites".

Contents.
Part One THE IMC FOUNDATION.
1 Integrated Marketing Communications.
2 Brand Management.
3 Buyer Behaviors.
4 The IMC Planning Process.
Part Two IMC ADVERTISING TOOLS.
5 Advertising Campaign Management.
6 Advertising Design.
7 Traditional Media Channels.
Part Three DIGITAL AND ALTERNATIVE MARKETING.
8 Digital Marketing.
9 Social Media.
10 Alternative Marketing.
Part Four IMC PROMOTIONAL TOOLS.
11 Database and Direct Response Marketing and Personal Selling.
12 Sales Promotions.
13 Public Relations and Sponsorship Programs.
Part Five IMC ETHICS, REGULATION, AND EVALUATION.
14 Regulations and Ethical Concerns.
15 Evaluating an Integrated Marketing Program.

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