Normal view MARC view ISBD view

Integrated advertising, promotion, and marketing communications.

By: Clow, Kenneth EContributor(s): Baack, DonaldMaterial type: Text

TextPublication details: Upper Saddle River, New Jersey : Pearson Prentice Hall, ©2007Edition: 3rd EditionDescription: xxiii, 515 p.: illustrations (chiefly color)ISBN: 9780131866225; 0131866222Subject(s): Communication in marketing | Advertising | Reclame | Integrated managementDDC classification: 659.1

Contents:

Summary: Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Advertising media selection -- Trade promotions -- Consumer promotions -- Personal selling, database marketing, and customer relationship management -- Public relations, sponsorship programs, and regulations -- Internet marketing -- IMC for small businesses and entrepreneurial ventures -- Evaluating an integrated marketing program. This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 3 )
Comments ( 0 )

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	659.1 CLO (Browse shelf(Opens below))	Available		010635

Total holds: 0

Browsing Main Library shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)

Previous								Next
Previous	659.1 Integrated advertising, promotion, and marketing communications /	659.1 ARE Contemporary advertising.	659.1 BAR The advertising concept book : think now, design later : a complete guide to creative ideas, strategies and campaigns	659.1 CLO Integrated advertising, promotion, and marketing communications.	659.1 FEL Advertising : concept and copy	659.1 LAN Kleppner's advertising procedure	659.1 PRI Creative advertising : ideas and techniques from the world's best campaigns	Next

Including Index.

Integrated marketing communications --
Corporate image and brand management --
Buyer behaviors --
Promotions opportunity analysis --
Advertising management --
Advertising design: theoretical frameworks and types of appeals --
Advertising design: message strategies and executional frameworks --
Advertising media selection --
Trade promotions --
Consumer promotions --
Personal selling, database marketing, and customer relationship management --
Public relations, sponsorship programs, and regulations --
Internet marketing --
IMC for small businesses and entrepreneurial ventures --
Evaluating an integrated marketing program.

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.

The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.

For marketing professionals and ad agency account executives.

There are no comments on this title.

to post a comment.