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

By: Clow, Kenneth E
Contributor(s): Baack, Donald
Material type: TextTextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2007Edition: 3rd edDescription: xxiii, 515 p. : ill. (chiefly col.) ; 28 cmISBN: 0131866222; 9780131866225; 0132382091; 9780132382090Subject(s): Communication in marketing | Advertising | ReclameDDC classification: 659.1
Contents:
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.
Summary: Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software.
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First floor - Management
659.1 C.K.I 2007 (Browse shelf) Available 11976-2
Books Books Centeral Library
First floor - Management
659.1 C.K.I 2007 (Browse shelf) Available 11976-3
Books Books Centeral Library
First floor - Management
659.1 C.K.I 2007 (Browse shelf) Available 11976-1

Includes bibliographical references.

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.

Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software.

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