Integrated Advertising, Promotion and Marketing Communications -- Paperback （Global ed）

Clow, Kenneth/ Baack, Donald

Pearson Education Limited（2013/04発売）

• 製本 Paperback:紙装版/ペーパーバック版
• 商品コード 9780273786986

Full Description

For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.

Contents

Part I. The IMC Foundation 1. Integrated Marketing Communications 2. Corporate Image and Brand Management 3. Buyer Behaviors 4. The IMC Planning Process Part II. IMC Advertising Tools 5. Advertising Management 6. Advertising Design: Theoretical Frameworks and Types of Appeals 7. Advertising Design: Message Strategies and Executional Frameworks Part III. IMC Media Tools 8. Traditional Media Channels 9. Digital Marketing 10. Alternative Marketing Part IV. IMC Promotional Tools 11. Database and Direct Response Marketing and Personal Selling 12. Sales Promotions 13. Public Relations and Sponsorship Programs Part V. IMC Ethics, Regulation, and Evaluation 14. Regulations and Ethical Concerns 15. Evaluating an Integrated Marketing Program