Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack
By: Clow, Kenneth E.
Contributor(s): Baack, Donald [(j.a.)].
Publisher: Upper Saddle River, N.J. : Prentice Hall, c2002Description: xxvi, 638 p. ; 26 cm.ISBN: 0130175781.Subject(s): Advertising | Communication in marketingDDC classification: 659.1Item type | Current location | Call number | Copy number | Status | Notes | Date due | Barcode |
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Accompanying Material (Media Resource) | Taylor's Library-TU | 659.1 CLO (Browse shelf) | 1 | Available | SLASx,05000,03,GR|SOCxx,91602,03,RM | 1000501796 |
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658.872 TUT 2014 Social media marketing / | 658.872 WEB Web technologies for commerce and services online / | 659.1 BEL Introduction to advertising and promotion : | 659.1 CLO Integrated advertising, promotion, and marketing communications / | 659.1 GRE Cases in advertising and communications management / | 659.1 HAH Do-it-yourself advertising and promotion : | 659.1 WEL Advertising : |
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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