Market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition the most current I.M.C. book on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns.
Based upon years of field experience, this Guide is addressed to you, whether your non-profit has experience of working with university interns or volunteers but wants to deepen and increase the effectiveness of the relationship; whether your agency is starting to explore how to improve client services through a campus collaboration; or whether you work for an NGO interested in partnering with universities across borders to effect positive change and draw attention to the challenges, resources, and needs of your community. This Guide offers insights and strategies to leverage student learning and community empowerment for the benefit of both parties. Recognizing both the possibilities and the pitfalls of community-campus collaborations, it demystifies the often confusing terminology of education, explains how to locate the right individuals on campus, and addresses issues of mission, expectations for roles, tasks, training, supervision, and evaluation that can be fraught with miscommunication and misunderstanding. Most importantly it provides a model for achieving full reciprocity in what can be an unbalanced relationship between community and campus partners so that all stakeholders can derive the maximum benefit from their collaboration. This Guide is also available in sets of six or twelve, at reduced prices, to facilitate its use for planning, and for training of leaders engaged in partnerships.
This book explores how the authors approached the issue of community development in the context of competing interests and a differential power imbalance. They used a process-based model for supporting community transformation, a phenomenon in which university-community partnership is but one example.
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