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Integrated Advertising, Promotion, and Marketing Communications, CourseSmart eTextbook, 5th Edition

By Kenneth E. Clow, Donald E. Baack

Published by Prentice Hall

Published Date: Jan 3, 2011

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Description

For undergraduate Advertising and Integrated Marketing Communication courses.

 

Clow and Baack 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.

 


Table of Contents

PART 1: THE IMC FOUNDATION

Chapter 1. Integrated Marketing Communications 

Chapter 2. Corporate Image and Brand Management 

Chapter 3. Buyer Behaviors

Chapter 4. The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

Chapter 5. Advertising Management

Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals

Chapter 7. Advertising Design: Message Strategies and Executional Frameworks

PART 3: IMC MEDIA TOOLS

Chapter 8. Traditional Media Channels

Chapter 9. E-active Marketing

Chapter 10. Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

Chapter 11. Database and Direct Response Marketing and Personal Selling

Chapter 12. Sales Promotions

Chapter 13. Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

Chapter 14. Regulations and Ethical Concerns

Chapter 15. Evaluating an Integrated Marketing Program

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Integrated Advertising, Promotion, and Marketing Communications, CourseSmart eTextbook, 5th Edition
Format: Safari Book

$83.99 | ISBN-13: 978-0-13-253905-0