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Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. Integrated Marketing Communications ; Corporate Image and Brand Management ; Buyer Behaviors; Promotions Opportunity Analysis; Advertising Management; Advertising Design: Theoretical Frameworks and Types of Appeals; Advertising Design: Message Strategies and Executional; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs; 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.
Table of Contents
|The IMC Foundation|
|Integrated Marketing Communications Ron Jon Surf Shop|
|Overview Communication and IMC Programs|
|Integrated Marketing Communications|
|An Integrated Marketing Communications|
|Plan IMC Components|
|Advertising Management and Advertising Tools|
|Communication Channels and Media Tools|
|Refining the IMC Program|
|The Value of IMC Plans|
|Changes in Channel Power|
|Increases in Competition|
|Integration of Information|
|Decline in the Effectiveness of Television Advertising|
|Corporate Image and Brand Management Gucci: One Strong Brand Works with Others|
|Overview Corporate Image Components of a Corporate Image|
|The Role of a Corporate Imagendash;Consumer Perspective|
|The Role of a Corporate Imagendash;Business-to-Business Perspective|
|The Role of a Corporate Imagendash;Company Perspective|
|Promoting the Desired Image|
|Creating the Right Image|
|Rejuvenating an Image Changing an Image Corporate|
|Name Corporate Logos Branding|
|Developing a Strong Brand|
|Equity Steps to Building Brand|
|Equity Measuring Brand|
|Equity Brand Extensions and Flanker Brands|
|Co-Branding Private Brands Packaging|
|New Trends in Packaging|
|Other Elements of Positioning|
|Ethical Issues in Brand Management|
|Applersquo;s IPhone Overview|
|Consumer Purchasing Process|
|Evaluation of Alternatives|
|The Evoked Set Method|
|The Multiattribute Approach|
|Affect Referral Trends in the Consumer B|
|Table of Contents provided by Publisher. All Rights Reserved.|