| 000 | 02605cam a2200385 i 4500 | ||
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| 999 |
_c9419 _d9419 |
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| 001 | 17558748 | ||
| 003 | OSt | ||
| 005 | 20180725110818.0 | ||
| 008 | 121211s2014 enka b 001 0 eng | ||
| 010 | _a 2012049569 | ||
| 020 | _a9780273786986 | ||
| 020 | _a0273786989 | ||
| 040 |
_aDLC _beng _cDLC _erda _dDLC |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.123 _b.C58 2014 |
| 082 | 0 | 0 |
_a659.1 _223 _bC.K.I |
| 100 | 1 | _aClow, Kenneth E. | |
| 245 | 1 | 0 |
_aIntegrated advertising, promotion, and marketing communications / _cKenneth E. Clow, University of Louisiana at Monroe, Donald Baack, Pittsburg State University. |
| 250 | _aSixth edition. | ||
| 264 | 1 |
_aBoston : _bPearson, _c[2014] |
|
| 300 |
_a480 pages : _billustrations ; _c28 cm |
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| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 500 | _abusiness bookfair2015 | ||
| 504 | _aIncludes bibliographical references (pages 438-451) and indexes. | ||
| 505 | 0 | _aPart 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 | |
| 520 | _aFor 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 | ||
| 650 | 0 | _aCommunication in marketing. | |
| 650 | 0 | _aAdvertising. | |
| 700 | 1 | _aBaack, Donald. | |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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