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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack.

By: Contributor(s): Material type: TextPublication details: Singapore : Pearson Education Asia Pte Ltd. c2011.Edition: Global edition, Fifth editionDescription: 463 pages : illustrations ; 25 cmISBN:
  • 9789810696573 (Reprint)
Subject(s): DDC classification:
  • 659.1 C626i 2011 20
LOC classification:
  • CIR HF 5415.123 C56 2012
Contents:
The IMC foundation -- Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- IMC advertising tools -- Advertising management -- Advertising design : theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- IMC media tools -- Advertising media selection -- E-active marketing -- Alternative marketing -- IMC promotional tools -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- IMC integration tools -- Regulations and ethical concerns -- Evaluating an integrated marketing program
Summary: 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.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book Cavite State University - CCAT Campus Book GCS CIR HF 5415.123 C56 2012 (Browse shelf(Opens below)) c.1 Available R0010814
Book Cavite State University - CCAT Campus Book GCS CIR HF 5415.123 C56 2012 (Browse shelf(Opens below)) c.2 Available R0010815

Includes bibliographical references and index.

The IMC foundation -- Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- IMC advertising tools -- Advertising management -- Advertising design : theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- IMC media tools -- Advertising media selection -- E-active marketing -- Alternative marketing -- IMC promotional tools -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- IMC integration tools -- Regulations and ethical concerns -- Evaluating an integrated marketing program

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.

In English text.

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