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Advertising and Promotion, 10th Ed.

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Autor: George E. Belch
Vydavatel: McGraw-Hill Education
Publikováno: 2014
Formát: paperback 835 stran
Cena: 2 110 Kč ( 1 918 Kč bez DPH)
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Běžná cena 2 110 Kč
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Anotace

Connect Marketing is McGraw-Hill's web-based assignment and assessment platform that connects you and your students to the coursework. Interactive Applications provided for each chapter of the textbook show students how to ?do? marketing, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report. Now with LearnSmart and SmartBook! New! LearnSmart ensures your students are learning faster, studying more efficiently, and retaining more knowledge. It pinpoints concepts the student does not understand and maps out a personalized study plan for success. Based on students' self-diagnoses of their proficiency, LearnSmart intelligently provides students with a series of adaptive questions. This provides students with a personalised one-on-one tutor experience. New! YouTube Channel A YouTube channel has been created for the tenth edition which can be accessed at youtube.com/10ebelch. The YouTube channel includes a playlist for each chapter that contains links to television commercials for the various companies and brands discussed as well as videos and other material relevant to the chapter. The YouTube channel provides instructors with easy access to numerous commercials and videos that can be shown during lectures or viewed outside of class. Three New Videos The first video focuses on Taco Bell's ?LIVE MAS? IMC campaign which is designed to make the brand attractive and relevant to young, hip, and cross-cultural consumers by focusing on food as an experience and lifestyle. The second video focuses on athletic shoe and apparel company Under Armour and the IMC program developed by the company to target women. The video examines the female-focused campaign developed by Under Armour called ?What's Beautiful? which relies heavily on social media and also how the company used IMC to focus on specific segments of the athletic-shoe market such as running, training, and basketball. The third video focuses on the IMC efforts used by the Middle Eastern country of Qatar to be chosen as the host nation for the 2022 FIFA World Cup football (soccer) tournament, which examines the strategy used by the Qatar Supreme Committee to compete against other countries for the rights to host the World. New! Digital and Social Media Perspectives In this edition we are introducing a new feature called Digital and Social Media Perspectives. These boxed items are designed to focus attention on changes and advances in digital and social media and how they are impacting the practice of integrated marketing communications.

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