Integrated Advertising, Promotion and Marketing Communications
5th Edition
Published on 31. May 2011
Book
Paperback/Softback
464 pages
978-0-13-253896-1 (ISBN)
Description
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 readers with the information they need to understand the process and benefits of successful IMC campaigns.
The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.
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.
The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.
More details
Edition
5th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 276 mm
Width: 216 mm
Weight
850 gr
ISBN-13
978-0-13-253896-1 (9780132538961)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Kenneth E. Clow | Donald E. Baack
Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
Book
09/2014
6th Edition
Prentice Hall
€150.74
Article is exhausted; no reprint
Kenneth E. Clow | Donald E. Baack
Integrated Advertising, Promotion, and Marketing Communications
Book
04/2013
6th Edition
Pearson
€171.11
Article is exhausted; no reprint
Content
PART 1: THE IMC FOUNDATION
Chapter 1. Integrated Marketing Communications
Chapter 2. Corporate Image and Brand Management
Chapter 3. Buyer Behaviors
Chapter 4. The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
Chapter 5. Advertising Management
Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter 7. Advertising Design: Message Strategies and Executional Frameworks
PART 3: IMC MEDIA TOOLS
Chapter 8. Traditional Media Channels
Chapter 9. E-active Marketing
Chapter 10. Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS
Chapter 11. Database and Direct Response Marketing and Personal Selling
Chapter 12. Sales Promotions
Chapter 13. Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION
Chapter 14. Regulations and Ethical Concerns
Chapter 15. Evaluating an Integrated Marketing Program
Chapter 1. Integrated Marketing Communications
Chapter 2. Corporate Image and Brand Management
Chapter 3. Buyer Behaviors
Chapter 4. The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
Chapter 5. Advertising Management
Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter 7. Advertising Design: Message Strategies and Executional Frameworks
PART 3: IMC MEDIA TOOLS
Chapter 8. Traditional Media Channels
Chapter 9. E-active Marketing
Chapter 10. Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS
Chapter 11. Database and Direct Response Marketing and Personal Selling
Chapter 12. Sales Promotions
Chapter 13. Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION
Chapter 14. Regulations and Ethical Concerns
Chapter 15. Evaluating an Integrated Marketing Program