Integrated Advertising, Promotion, and Marketing Communications

ISBN-10: 0132538962
ISBN-13: 9780132538961
Edition: 5th 2012 (Revised)
List price: $210.00 Buy it from $0.02
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Description: For undergraduate Advertising and Integrated Marketing Communication courses. Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends  More...

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Book details

List price: $210.00
Edition: 5th
Copyright year: 2012
Publisher: Prentice Hall PTR
Publication date: 12/27/2010
Binding: Paperback
Pages: 464
Size: 8.50" wide x 11.00" long x 0.50" tall
Weight: 2.2
Language: English

For undergraduate Advertising and Integrated Marketing Communication courses. Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to Understand The process and benefits of successful IMC campaigns.

The IMC Foundation
Integrated Marketing Communications
Corporate Image and Brand Management
Buyer Behaviors
The IMC Planning Process
IMC Advertising Tools
Advertising Management
Advertising Design: Theoretical Frameworks and Types of Appeals
Advertising Design: Message Strategies and Executional Frameworks
IMC Media Tools
Traditional Media Channels
E-active Marketing
Alternative Marketing
IMC Promotional Tools
Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs
IMC Ethics, Regulation, and Evaluation
Regulations and Ethical Concerns
Evaluating an Integrated Marketing Program

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