Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.
By: Clow, Kenneth E
Contributor(s): Baack, DonaldCall number: 659.1 C648I 2014 Material type: BookPublisher: Boston, Mass. : Pearson, c2014. Edition: 6th ed., Global ed.Description: 480 p. : ill., charts.ISBN: 9780273786986 (pbk.).Subject(s): Communication in marketing | Advertising
Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- The IMC planning process -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Traditional media channels -- Digital marketing -- Alternative marketing -- Database and direct response marketing and personal selling -- Sales promotions -- Public relations and sponsorship programs -- Regulations and ethical concerns -- Evaluating an integrated marketing program.