Title: Integrated Advertising, Promotion and Marketing Communications (4th Edition) Clow, Kenneth E. and Baack, Donald E.
Publisher: Pearson College Div
Publication Date: 2009
Language: English
ISBN 10: 0136079423
ISBN 13: 9780136079422
Binding: Soft cover
Edition: 4th Edition
Condition: New

About this title

Synopsis

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications.

Integrated Marketing Communications<PG><INST>; Corporate Image and Brand Management<PG><INST>; Buyer Behaviors; Promotions Opportunity Analysis; Advertising Management; Advertising Design: Theoretical Frameworks and Types of Appeals; Advertising Design: Message Strategies and Executional; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs; Regulations and Ethical Concerns; Evaluating an Integrated Marketing Program

The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.

From the Back Cover

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"About this title" may belong to another edition of this title.

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