9780136079422

Integrated Advertising, Promotion and Marketing Communications

by ;
  • ISBN13:

    9780136079422

  • ISBN10:

    0136079423

  • Edition: 4th
  • Format: Paperback
  • Copyright: 1/1/2010
  • Publisher: Prentice Hall
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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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