Integrated Advertising, Promotion and Marketing Communications
|Format:||Paperback, 464 pages, Global ed of 5th rev Edition|
|Published In: ||United Kingdom, 07 March 2011|
For undergraduate Advertising and Integrated Marketing Communication courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Clow and Baack 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 students with the information they need to understand the process and benefits of successful IMC campaigns.
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
|Publisher: ||Pearson Education Limited|
|Dimensions: ||26.0 x 20.0 x 1.0 centimeters (0.83 kg)|