Integrated Advertising, Promotion, and Marketing Communications

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.

Advertising PlanPro by Palo Alto Software allows you to quickly and easily create a winning advertising plan through a step-by-step process. Advertising PlanPro addresses the advertising plan needs for all organizations that will benefit from an effective advertising plan.

• Sample plans are included for all combinations of business types—product or service-based organizations that serve consumers or businesses. A non-profit sample advertising plan is also included.
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• Instructions and row-by-row help are provided throughout the software.
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