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Integrated Advertising, Promotion and Marketing Communications, 6/e


Integrated Advertising, Promotion and Marketing Communications, 6/e
Author(s)  Kenneth E. Clow
ISBN  9789332518377
Imprint  Pearson Education
Copyright  2014
Pages  460
Binding  Paperback
List Price  Rs. 965.00
  
 
 

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.
 

  • About the Authors
  • Contents
  • Features
  • Downloadable Resources

Kenneth E. Clow


Donald E. Baack


 

 

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


 


Part IV. IMC Promotional Tools


10. Database and Direct Response Marketing and Personal Selling


11. Sales Promotions


12. Public Relations and Sponsorship Programs


 


Part V. IMC Ethics, Regulation, and Evaluation


13. Regulations and Ethical Concerns


14. Evaluating an Integrated Marketing Program



 

 

 


Integrated Campaigns in Action


Increased Emphasis on Social Media


Interviews with Advertising Professionals


Lead-in vignettes


International marketing discussions


Critical-thinking exercises and discussion questions


Integrated learning exercises


Creative Corner exercises


Cases


 

 
Instructor Resources  |  Student Resources
 


 
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