TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion, and marketing communications
SN  - 9780273786986
AV  - HF5415.123 .C58 2014
U1  - 659.1 23
PY  - 2014///]
CY  - Boston
PB  - Pearson
KW  - Communication in marketing
KW  - Advertising
N1  - 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
N2  - 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
ER  -