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

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

• ISBN13: 9780133250916
• ISBN10: 0133250911
• Edition: 5th
• Format: Package
• Copyright: 2012-08-23
• Publisher: Prentice Hall

Summary

Examine advertising and promotions through the lens of integrated marketing communications. 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. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.

Table of Contents

PART 1: THE IMC FOUNDATION

Chapter 1. Integrated Marketing Communications 

Chapter 2. Corporate Image and Brand Management 

Chapter 3. Buyer Behaviors

Chapter 4. The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

Chapter 5. Advertising Management

Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals

Chapter 7. Advertising Design: Message Strategies and Executional Frameworks

PART 3: IMC MEDIA TOOLS

Chapter 8. Traditional Media Channels

Chapter 9. E-active Marketing

Chapter 10. Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

Chapter 11. Database and Direct Response Marketing and Personal Selling

Chapter 12. Sales Promotions

Chapter 13. Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

Chapter 14. Regulations and Ethical Concerns

Chapter 15. Evaluating an Integrated Marketing Program