Integrated Advertising, Promotion, and Marketing Communications

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

• ISBN13: 9780133126242
• ISBN10: 0133126242
• Edition: 6th
• Format: Paperback
• Copyright: 2013-02-04
• Publisher: Pearson

Summary

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. 

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.

 

0133131017 / 9780133131017 Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package

Package consists of

0133112934 / 9780133112931 NEW MyMarketingLab with Pearson eText -- Standalone Access Card --

0133126242 / 9780133126242 Integrated Advertising, Promotion, and Marketing Communications

 

Table of Contents

Part I. The IMC Foundation

1. Integrated Marketing Communications

2. Corporate Image and Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

 

Part II. IMC Advertising Tools

5. Advertising Management

6. Advertising Design: Theoretical Frameworks and Types of Appeals

7. Advertising Design: Message Strategies and Executional Frameworks

 

Part III. IMC Media Tools

8. Traditional Media Channels

9. Digital Marketing

10. Alternative Marketing

 

Part IV. IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions

13. Public Relations and Sponsorship Programs

 

Part V. IMC Ethics, Regulation, and Evaluation

14. Regulations and Ethical Concerns

15. Evaluating an Integrated Marketing Program