000			02021nam a22003017a 4500
003			OSt
005			20231006233748.0
008			210201b ||||| |||| 00| 0 eng d
020			_a9789810696573 (Reprint)
040			_aCvSU-CCAT Campus Library. _bEnglish _cCvSU-CCAT Campus Library _erda.
050			_aCIR HF 5415.123 _bC56 2012
082			_a659.1 _bC626i 2011 _220
100			_aClow, Kenneth, author. _91540
245			_aIntegrated advertising, promotion, and marketing communications / _cKenneth E. Clow and Donald Baack.
250			_aGlobal edition, Fifth edition.
260			_aSingapore : _bPearson Education Asia Pte Ltd. _cc2011.
300			_a463 pages : _billustrations ; _c25 cm
504			_aIncludes bibliographical references and index.
505			_aThe 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
520			_aThe 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.
546			_aIn English text.
650			_aCommunication in marketing. _91514
650			_aAdvertising. _9187
650			_aSales-promotion. _91513
700			_aBaack, Donald, author. _91541
942			_cBK _eFifth edition. _hHF 5415.123 C56 2012 _kCIR _2lcc
999			_c506 _d506