Integrated Advertising, Promotion and Marketing Communications, 4/e
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.
In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.
Table of Content
PrefacePART 1 THE IMC FOUNDATION
- Integrated Marketing Communications
- Corporate Image and Brand Management
- Buyer Behaviors
- Promotions Opportunity Analysis
PART 2 IMC ADVERTISING TOOLS
- Advertising Management
- Advertising Design: Theoretical Frameworks and Types of Appeals
- Advertising Design: Message Strategies and Executional Frameworks
PART 3 IMC MEDIA TOOLS
- Advertising Media Selection
- E-active Marketing
- Alternative Marketing
PART 4 IMC PROMOTIONAL TOOLS
- Database and Direct Response Marketing
- Sales Promotions
- Public Relations and Sponsorship Programs
PART 5 IMC INTEGRATION TOOLS
- Regulations and Ethical Concerns
- Evaluating an Integrated Marketing Program
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Salient Features
- Full integration of advertising, promotions, and marketing communications
- Frequent opportunities for students to apply integrated concepts
- Comprehensive integrated supplement package for instructors
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