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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack.

By: Clow, Kenneth, authorContributor(s): Baack, Donald, authorMaterial type: TextTextPublisher: Singapore : Pearson Education Asia Pte Ltd. c2011Edition: Global edition, Fifth editionDescription: 463 pages : illustrations ; 25 cmISBN: 9789810696573 (Reprint)Subject(s): Communication in marketing | Advertising | Sales-promotionDDC classification: 659.1 LOC classification: CIR HF 5415.123 | C56 2012
Contents:
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
Summary: 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.
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Item type Current location Collection Shelving location Call number Copy number Status Date due Barcode
Book Book Cavite State University - CCAT Campus
Book GCS CIR HF 5415.123 C56 2012 (Browse shelf) c.1 Available R0010814
Book Book Cavite State University - CCAT Campus
Book GCS CIR HF 5415.123 C56 2012 (Browse shelf) c.2 Available R0010815
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CIR HF 5415.32 S95 2022 Consumer behaviour / CIR HF 5415.33.U6 H39 2013 Consumer behavior : building marketing strategy / CIR HF 5415.123 C56 2012 Integrated advertising, promotion, and marketing communications / CIR HF 5415.123 C56 2012 Integrated advertising, promotion, and marketing communications / CIR HF 5415.123 E33 2020 Marketing communications / CIR HF 5415.135 S77 2022 Strategic marketing : creating competitive advantage / CIR HF 5415.153 C73 2015 New products management /

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.

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