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Integrated Advertising, Promotion, and Marketing Communications, Student Value Edition, 6th Edition

By Kenneth E. Clow, Donald E Baack

Published by Prentice Hall

Published Date: Feb 4, 2013


Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. 

The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.


0133131017 / 9780133131017 Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package

Package consists of

0133112934 / 9780133112931 NEW MyMarketingLab with Pearson eText -- Standalone Access Card --

0133126242 / 9780133126242 Integrated Advertising, Promotion, and Marketing Communications


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


Purchase Info

ISBN-10: 0-13-312625-0

ISBN-13: 978-0-13-312625-9

Format: Alternate Binding

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