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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack

By: Contributor(s): Publication details: Upper Saddle River, N.J. : Prentice Hall, c2002.Description: xxvi, 638 p. ; 26 cmISBN:
  • 0130175781
Subject(s): DDC classification:
  • 659.1 CLO
Contents:
Preface. - Pt One: Introduction and Social Issues. Ch. One. Integrated Marketing Communications. Ch. Two. Ethics and Social Responsibility in Marketing Communications. - Pt Two: The Integrated Communications Foundation. Ch. Three. Promotions Opportunity Analysis. Ch. Four. Corporate Image and Brand Management. Ch. Five. Consumer Buyer Behaviors. Ch. Six. Business-To-Business Buyer Behaviors. - Pt Three: Advertising. Ch. Seven. Advertising Management. Ch. Eight. Advertising Media Selection. Ch. Nine. Advertising Design: Theoretical Frameworks and Types of Appeals. Ch. Ten. Advertising Design: Message Strategies and Executional Frameworks. - Pt Four: Promotional Mix. Ch. Eleven. Trade Promotions. Ch. Twelve. Consumer Promotions. Ch. Thirteen. Personal Selling. - Pt Five: Communication Tools. Ch. Fourteen. Public Relations and Sponsorship Programs. Ch. Fifteen. Database and Direct-Marketing Programs. Ch. Sixteen. Internet Marketing. Ch. Seventeen. Evaluating an Integrated Marketing Program.
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Accompanying Material (Media Resource) Taylor's Library-TU 659.1 CLO (Browse shelf(Opens below)) 1 Available SLASx,05000,03,GR|SOCxx,91602,03,RM 1000501796

Preface. - Pt One: Introduction and Social Issues. Ch. One. Integrated Marketing Communications. Ch. Two. Ethics and Social Responsibility in Marketing Communications. - Pt Two: The Integrated Communications Foundation. Ch. Three. Promotions Opportunity Analysis. Ch. Four. Corporate Image and Brand Management. Ch. Five. Consumer Buyer Behaviors. Ch. Six. Business-To-Business Buyer Behaviors. - Pt Three: Advertising. Ch. Seven. Advertising Management. Ch. Eight. Advertising Media Selection. Ch. Nine. Advertising Design: Theoretical Frameworks and Types of Appeals. Ch. Ten. Advertising Design: Message Strategies and Executional Frameworks. - Pt Four: Promotional Mix. Ch. Eleven. Trade Promotions. Ch. Twelve. Consumer Promotions. Ch. Thirteen. Personal Selling. - Pt Five: Communication Tools. Ch. Fourteen. Public Relations and Sponsorship Programs. Ch. Fifteen. Database and Direct-Marketing Programs. Ch. Sixteen. Internet Marketing. Ch. Seventeen. Evaluating an Integrated Marketing Program.

Accompanied by : 1 computer optical disc (4 3/4in.) : Advertising PlanPro. ISBN 0130673331

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