Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow, Donald Baack

ISBN 10: 0136079423 / ISBN 13: 9780136079422

Published by Pearson Prentice Hall, Upper Saddle River, New Jersey, 2010

About this Item

The book is in good condition with some signs of wear on the cover, particularly at the edges and corners. There is no dust jacket, as it is a paperback edition. The binding remains intact, and the pages are clean without any inscriptions or library markings.

Seller Inventory # A20-B2-GZZ-0022

Bibliographic Details

• Title: Integrated Advertising, Promotion, and Marketing Communications
• Publisher: Pearson Prentice Hall, Upper Saddle River, New Jersey
• Publication Date: 2010
• Language: English
• ISBN 10: 0136079423
• ISBN 13: 9780136079422
• Binding: Paperback
• Edition: Fourth Edition.
• Condition: Good
• Dust Jacket Condition: no jacket present

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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