Integrated Advertising, Promotion, and Marketing Communicationsby Clow, Kenneth E.; Baack, Donald E.
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Table of Contents
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