More New and Used
from Private Sellers
Only one copy
in stock at this price.
In Stock Usually Ships in 24 Hours.
Currently Available, Usually Ships in 24-48 Hours
Starting at $1.32
Questions About This Book?
Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 4th edition with a publication date of 1/1/2010.
What is included with this book?
- The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
- The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
- The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
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.|