Clow, Kenneth, author.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack. - Global edition, Fifth edition. - Singapore : Pearson Education Asia Pte Ltd. c2011. - 463 pages : illustrations ; 25 cm
Includes bibliographical references and index.
The IMC foundation -- Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- IMC advertising tools -- Advertising management -- Advertising design : theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- IMC media tools -- Advertising media selection -- E-active marketing -- Alternative marketing -- IMC promotional tools -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- IMC integration tools -- 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.
In English text.
9789810696573 (Reprint)
Communication in marketing.
Advertising.
Sales-promotion.
CIR HF 5415.123 / C56 2012
659.1 / C626i 2011
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack. - Global edition, Fifth edition. - Singapore : Pearson Education Asia Pte Ltd. c2011. - 463 pages : illustrations ; 25 cm
Includes bibliographical references and index.
The IMC foundation -- Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- IMC advertising tools -- Advertising management -- Advertising design : theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- IMC media tools -- Advertising media selection -- E-active marketing -- Alternative marketing -- IMC promotional tools -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- IMC integration tools -- 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.
In English text.
9789810696573 (Reprint)
Communication in marketing.
Advertising.
Sales-promotion.
CIR HF 5415.123 / C56 2012
659.1 / C626i 2011