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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.
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"The "Building an IMC campaign" is an EXCELLENT idea! I would use the software." - Jerome Christian, Coastal Carolina University "Each chapter is perfect in length, giving information in manageable portions to the student so as not to overwhelm. The examples are great... you have chosen larger size for your graphics in most cases which really aids in the learning process. I love the software package for promotional plan development and I like the way the book is organized." - Stefanie Garcia, University of Central Florida "I really like Clow & Baack's distinction between Consumer and Business Buyer Behavior. I am very impressed with the coverage of all of the subjects in the Clow/Baack text." - Bob Gulovsen, Washington Univ. St Louis "The strength of Clow and Baack's book is its "accessibility" for an undergraduate student population. The authors are to be congratulated for outstanding chapter introductions/overviews and great opening vignettes." - James Maskulka, Lehigh University "Well researched and up to date. Integrated communication is stressed more in Clow." - Sreedhar Kavil, St. Johns University "Excellent coverage of IMC and promotion functions- excellent examples for products that traditional students can relate to." - Jerald Weaver, SUNY Brockport "I like this feature Building An IMC Campaign as it can be used as a semester long project and offers a good framework."- Esther Page-Wood, Western Michigan University "This pops! Really. Not just because of the ad-like cover. The inside page design has a welcome energy---cover to cover. The use of bright colors, white space and bold type is contemporary without getting fashionably messy. The ad examples are up to date and relevant; charts are quick and clear and the text is structured and written with simplicity and logic." - Jon Mindell, Baruch College of CUNY
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Book Description Prentice Hall, 2003. Paperback. Condition: New. Never used!. Seller Inventory # P11013106052X