Integrated advertising, promotion, and marketing communications /
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, University of Louisiana at Monroe, Donald Baack, Pittsburg State University. - Sixth edition. - 480 pages : illustrations ; 28 cm
business bookfair2015
Includes bibliographical references (pages 438-451) and indexes.
Part I. The IMC Foundation --1. Integrated Marketing Communications -- 2. Corporate Image and Brand Management -- 3. Buyer Behaviors -- The IMC Planning Process -- Part II. IMC Advertising Tools -- 5. Advertising Management -- 6. Advertising Design: Theoretical Frameworks and Types of Appeals -- 7. Advertising Design: Message Strategies and Executional Frameworks -- Part III. IMC Media Tools -- 8. Traditional Media Channels -- 9. Digital Marketing -- 10. Alternative Marketing -- Part IV. IMC Promotional Tools -- 11. Database and Direct Response Marketing and Personal Selling --12. Sales Promotions -- 13. Public Relations and Sponsorship Programs -- Part V. IMC Ethics, Regulation, and Evaluation -- 14. Regulations and Ethical Concerns --15. Evaluating an Integrated Marketing Program
For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States 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
9780273786986 0273786989
2012049569
Communication in marketing.
Advertising.
HF5415.123 / .C58 2014
659.1 / C.K.I
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, University of Louisiana at Monroe, Donald Baack, Pittsburg State University. - Sixth edition. - 480 pages : illustrations ; 28 cm
business bookfair2015
Includes bibliographical references (pages 438-451) and indexes.
Part I. The IMC Foundation --1. Integrated Marketing Communications -- 2. Corporate Image and Brand Management -- 3. Buyer Behaviors -- The IMC Planning Process -- Part II. IMC Advertising Tools -- 5. Advertising Management -- 6. Advertising Design: Theoretical Frameworks and Types of Appeals -- 7. Advertising Design: Message Strategies and Executional Frameworks -- Part III. IMC Media Tools -- 8. Traditional Media Channels -- 9. Digital Marketing -- 10. Alternative Marketing -- Part IV. IMC Promotional Tools -- 11. Database and Direct Response Marketing and Personal Selling --12. Sales Promotions -- 13. Public Relations and Sponsorship Programs -- Part V. IMC Ethics, Regulation, and Evaluation -- 14. Regulations and Ethical Concerns --15. Evaluating an Integrated Marketing Program
For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States 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
9780273786986 0273786989
2012049569
Communication in marketing.
Advertising.
HF5415.123 / .C58 2014
659.1 / C.K.I