Integrated Advertising, Promotion, and Marketing Communications

Name: Integrated Advertising, Promotion, and Marketing Communications
Price: 5.13 USD
Availability: InStock
ISBN: 9780132538961

ISBN-10: 0132538962

ISBN-13: 9780132538961

Edition: 5th 2012 (Revised)

Authors: Kenneth E. Clow, Donald Baack

List price: $210.00

30 day, 100% satisfaction guarantee!

Marketplace

4 new & used from $5.13

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

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.

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: 1.892
Language: English




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