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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, University of Louisiana at Monroe, Donald Baack, Pittsburg State University.

By: Contributor(s): Material type: TextTextPublisher: Boston : Pearson, [2014]Edition: Sixth editionDescription: 480 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780273786986
  • 0273786989
Subject(s): DDC classification:
  • 659.1 23 C.K.I
LOC classification:
  • HF5415.123 .C58 2014
Contents:
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
Summary: 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
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 659.1 C.K.I (Browse shelf(Opens below)) Available 00012207

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

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