Integrated Advertising, Promotion and Marketing Communications

Name: Integrated Advertising, Promotion and Marketing Communications
Price: 9.0 USD
Availability: InStock
ISBN: 9780136079422

ISBN-10: 0136079423

ISBN-13: 9780136079422

Edition: 4th 2010

Authors: Kenneth E. Clow, Donald E. Baack

List price: $166.67

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Description:

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. Integrated Marketing Communications ; Corporate Image and Brand Management ; Buyer Behaviors; Promotions Opportunity Analysis; Advertising Management; Advertising Design: Theoretical Frameworks and Types of Appeals; Advertising Design: Message Strategies and Executional; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs; Regulations and Ethical Concerns; Evaluating an Integrated Marketing Program The carefully integrated approach of this text blends advertising,…

Book details

List price: $166.67
Edition: 4th
Copyright year: 2010
Publisher: Prentice Hall PTR
Publication date: 12/28/2008
Binding: Paperback
Pages: 480
Size: 8.00" wide x 10.50" long x 0.75" tall
Weight: 2.134
Language: English



Preface



The IMC Foundation



Integrated Marketing Communications Ron Jon Surf Shop


Overview Communication and IMC Programs


Integrated Marketing Communications


An Integrated Marketing Communications


Plan IMC Components


The Foundation


Advertising Management and Advertising Tools


Communication Channels and Media Tools


Promotional Tools


Integration Tools


Refining the IMC Program


The Value of IMC Plans


Information Technology


Changes in Channel Power


Increases in Competition


Brand Parity


Integration of Information


Decline in the Effectiveness of Television Advertising


International Implications



Corporate Image and Brand Management Gucci: One Strong Brand Works with Others


Overview Corporate Image Components of a Corporate Image


The Role of a Corporate Imagendash;Consumer Perspective


The Role of a Corporate Imagendash;Business-to-Business Perspective


The Role of a Corporate Imagendash;Company Perspective


Promoting the Desired Image


Creating the Right Image


Rejuvenating an Image Changing an Image Corporate


Name Corporate Logos Branding


Developing a Strong Brand


Name Brand


Equity Steps to Building Brand


Equity Measuring Brand


Equity Brand Extensions and Flanker Brands


Co-Branding Private Brands Packaging


New Trends in Packaging


Labels Positioning


Other Elements of Positioning


Ethical Issues in Brand Management


International Implications



Buyer Behaviors


Applersquo;s IPhone Overview


Consumer Purchasing Process


Information Search


Internal Search


External Search


Consumer Attitudes


Consumer Values


Cognitive Mapping


Evaluation of Alternatives


The Evoked Set Method


The Multiattribute Approach


Affect Referral Trends in the Consumer B