Clow, Kenneth E. <br/><br/>
Integrated advertising, promotion, and marketing communications / 
Kenneth E. Clow, Donald Baack. 
 - 3rd ed. 
 - Upper Saddle River, N.J. :  Pearson Prentice Hall,  c2007. 
 - xxiii, 515 p. :  ill. (chiefly col.) ;  28 cm. 
<br/><br/>Includes bibliographical references. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0131866222 9780131866225 0132382091 9780132382090 
<br/><br/><label>LCCN: </label>2005053527 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Advertising.<br/>Reclame.
<br/><br/><label>Dewey Class. No.: </label>659.1