ISL 371 - Integrated Marketing Communication

This course is designed to teach students how isntitutions can have an effective communication by applying modern and integrated strategies of communicating to the public.Know what advertising and integrated brand promotion (IBP) are and what they can do. Since advertising has become so pervasive, it would be reasonable to expect that you might have your own working definition for this critical term. But an informed perspective on advertising goes beyond what is obvious and can be seen on a daily basis. Advertising is distinctive and recognizable as a form of communication by its three essential elements: its paid sponsorship, its use of mass media, and its intent to persuade. An advertisement is a specific message that a company has placed to persuade an audience. we expect to further highlight on IMC or integrated Marketing communication. we shall also discuss comprehensively about brand management and how it can help in marketing the goods  services and sometimes shaping of public opinion in an ethical manner to the advantage of the corporate institutions and customers. 

This course examines the basics of advertising and its role and importance in marketing. This course covers the fundamentals of integrated marketing communication, advertising planning process, advertising campaign management, advertising design and advertising in digital and social media.

Integrated Advertising, Promotion and Marketing Communications, Global Edition (8^th Edition) ISBN-13: 978-1292222691 Kenneth E. Clow , Donald Baack

Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Kenneth E. Clow, Donald Baack Çeviri Editörü: R. Gülay Öztürk, Yayınevi: NOBEL

Launch! Advertising and Promotion in Real Time, 1st Edition, ISBN-13: 978-1453329184, Authors: Michael R. Solomon, Lisa Duke Cornell, Amit Nizan.

Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, 5th Edition, ISBN-13: 978-1119164005, Author: Luke Sullivan.