Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.
By: Clow, Kenneth E
Contributor(s): Baack, Donald.Call number: 659.1 C648I 2012 Material type: BookPublisher: Boston, Mass. : Pearson, c2012. Edition: 5th ed., Global ed.Description: 463 p. : ill., charts.ISBN: 9780273753285 (pbk.).Subject(s): Communication in marketing | Advertising
Part 1. The IMC foundation. 1, Integrated marketing communications. 2, Corporate image and brand management. 3, Buyer behaviors. 4, The IMC planning process -- Part 2. IMC advertising tools. 5, Advertising management. 6, Advertising design: theoretical frameworks and types of appeals. 7, Advertising design: message strategies and executional frameworks -- Part 3. IMC media tools. 8, Traditional media channels. 9, E-active marketing. 10, Alternative marketing -- Part 4. IMC promotional tools. 11, Database and direct response marketing and personal selling. 12, Sales promotions. 13, Public relations and sponsorship programs -- Part 5. IMC ethics, regulation, and evaluation. 14, Regulations and ethical concerns. 15, Evaluating an integrated marketing program.