Integrated Advertising, Promotion, and Marketing Communications
Published on 7. September 2001
Book
Hardback
638 pages
978-0-13-017578-6 (ISBN)
Description
For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.
This text takes a broader approach than Advertising or Promotions courses. Furthermore, the text gives students an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
This text takes a broader approach than Advertising or Promotions courses. Furthermore, the text gives students an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 262 mm
Width: 212 mm
Thickness: 28 mm
Weight
1441 gr
ISBN-13
978-0-13-017578-6 (9780130175786)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Kenneth E. Clow | Donald E. Baack
Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package
Book
06/2003
2nd Edition
Prentice Hall
€57.17
Article exhausted; check for reprint
Kenneth E. Clow | Donald Baack
Integrated Advertising, Promotion and Marketing Communications
Book
05/2003
Prentice Hall
€74.39
Article exhausted; check for reprint
Content
I. INTRODUCTION AND SOCIAL ISSUES.
1. Integrated Marketing Communications.
2. Ethics and Social Responsibility in Marketing Communications.
II. THE INTEGRATED COMMUNICATIONS FOUNDATION.
3. Promotions Opportunity Analysis.
4. Corporate Image and Brand Management.
5. Consumer Buyer Behaviors.
6. Business-to-Business Buyer Behaviors.
III. ADVERTISING.
7. Advertising Management.
8. Advertising Media Selection.
9. Advertising Design: Theoretical Frameworks and Types of Appeals.
10. Advertising Design: Message Strategies and Executional Frameworks.
IV. PROMOTIONAL MIX.
11. Trade Promotions.
12. Consumer Promotions.
13. Personal Selling.
COMMUNICATIONS TOOLS.
14. Public Relations and Sponsorship Programs.
15. Database and Direct-Marketing Programs.
16. Internet Marketing.
17. Evaluating an Integrated Marketing Program.
1. Integrated Marketing Communications.
2. Ethics and Social Responsibility in Marketing Communications.
II. THE INTEGRATED COMMUNICATIONS FOUNDATION.
3. Promotions Opportunity Analysis.
4. Corporate Image and Brand Management.
5. Consumer Buyer Behaviors.
6. Business-to-Business Buyer Behaviors.
III. ADVERTISING.
7. Advertising Management.
8. Advertising Media Selection.
9. Advertising Design: Theoretical Frameworks and Types of Appeals.
10. Advertising Design: Message Strategies and Executional Frameworks.
IV. PROMOTIONAL MIX.
11. Trade Promotions.
12. Consumer Promotions.
13. Personal Selling.
COMMUNICATIONS TOOLS.
14. Public Relations and Sponsorship Programs.
15. Database and Direct-Marketing Programs.
16. Internet Marketing.
17. Evaluating an Integrated Marketing Program.