Integrated Advertising, Promotion and Marketing Communications

by Clow, Kenneth E.; Baack, Donald E.

• ISBN13: 9780136079422
• ISBN10: 0136079423
• Edition: 4th
• Format: Paperback
• Copyright: 2010-01-01
• Publisher: Prentice Hall

Summary

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

Preface

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

The Foundation

Advertising Management and Advertising Tools

Communication Channels and Media Tools

Promotional Tools

Integration Tools

Refining the IMC Program

The Value of IMC Plans

Information Technology

Changes in Channel Power

Increases in Competition

Brand Parity

Integration of Information

Decline in the Effectiveness of Television Advertising

International Implications

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

Name Brand

Equity Steps to Building Brand

Equity Measuring Brand

Equity Brand Extensions and Flanker Brands

Co-Branding Private Brands Packaging

New Trends in Packaging

Labels Positioning

Other Elements of Positioning

Ethical Issues in Brand Management

International Implications

Buyer Behaviors

Applersquo;s IPhone Overview

Consumer Purchasing Process

Information Search

Internal Search

External Search

Consumer Attitudes

Consumer Values

Cognitive Mapping

Evaluation of Alternatives

The Evoked Set Method

The Multiattribute Approach

Affect Referral Trends in the Consumer B

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