Clow, Kenneth E. <br/><br/>
Integrated advertising, promotion, and marketing communications / 
Kenneth E. Clow, Donald Baack 
 - Upper Saddle River, N.J. :  Prentice Hall,  c2002. 
 - xxvi, 638 p. ;  26 cm. 
<br/><br/>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. 
<br/><br/>Accompanied by : 1 computer optical disc (4 3/4in.) : Advertising PlanPro. ISBN 0130673331 
<br/><br/><label>ISBN: </label>0130175781 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Communication in marketing.
<br/><br/><label>Dewey Class. No.: </label>659.1  / CLO