TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion, and marketing communications
SN  - 0130175781
U1  - 659.1 
PY  - 2002///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Advertising
KW  - Communication in marketing
N1  - 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
ER  -