ISBN-10:
0133131017
ISBN-13:
9780133131017
Pub. Date:
05/03/2013
Publisher:
Prentice Hall
Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package / Edition 6

Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package / Edition 6

by Kenneth E. Clow, Donald E. Baack

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Product Details

ISBN-13: 9780133131017
Publisher: Prentice Hall
Publication date: 05/03/2013
Edition description: Older Edition
Pages: 464
Product dimensions: 8.50(w) x 10.80(h) x 0.20(d)

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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