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Integrated Advertising, Promotion, and Marketing Communications, CourseSmart eTextbook, 6th Edition

By Kenneth E Clow, Donald E Baack

Published by Prentice Hall

Published Date: Jun 26, 2014

Description

For undergraduate Advertising and Integrated Marketing Communication courses.

 

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 I. The IMC Foundation

1. Integrated Marketing Communications

2. Corporate Image and Brand Management

3. Buyer Behaviors

4. 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

 

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Integrated Advertising, Promotion, and Marketing Communications, CourseSmart eTextbook, 6th Edition
Format: Safari Book

$89.99 | ISBN-13: 978-0-13-311336-5