Integrated Advertising, Promotion, and Marketing Communications / Edition 6

Integrated Advertising, Promotion, and Marketing Communications / Edition 6

2.5 2
by Kenneth E. Clow, Donald E. Baack
     
 

ISBN-10: 0133126242

ISBN-13: 9780133126242

Pub. Date: 02/18/2013

Publisher: Prentice Hall

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.The volume addresses integrated marketing communications, corporate image and brand management,…  See more details below

Overview

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.For marketing professionals and ad agency account executives.

Product Details

ISBN-13:
9780133126242
Publisher:
Prentice Hall
Publication date:
02/18/2013
Edition description:
Older Edition
Pages:
480
Sales rank:
228,800
Product dimensions:
8.40(w) x 10.70(h) x 0.80(d)

Table of Contents

Pt. 1The IMC foundation2
1Integrated marketing communications2
2Corporate image and brand management28
3Buyer behaviors60
4Promotions opportunity analysis94
Pt. 2IMC advertising tools130
5Advertising management130
6Advertising design : theoretical frameworks and types of appeals162
7Advertising design : message strategies and executional frameworks196
8Advertising media selection230
Pt. 3IMC promotional tools274
9Trade promotions274
10Consumer promotions306
11Personal selling, database marketing, and customer relationship management336
12Public relations, sponsorship programs, and regulations370
Pt. 4IMC integration tools406
13Internet marketing406
14IMC for small businesses and entrepreneurial ventures436
15Evaluating an integrated marketing program458

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