Integrated Advertising, Promotion, Marketing Communication 3e - Clow, Kenneth E.

Integrated Advertising, Promotion, Marketing Communication 3e

Kenneth E. Clow

Yayınevi: Pearson Education

Yayın tarihi: 07/2006

ISBN: 9780131866225

İngilizce | 544 Sayfa | Büyük boy  | 

Tür: İşletme-Pazarlama

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

Table of contents
Pt. 1 The IMC foundation
1 Integrated marketing communications
2 Corporate image and brand management
3 Buyer behaviors
4 Promotions opportunity analysis
Pt. 2 IMC advertising tools
5 Advertising management
6 Advertising design : theoretical frameworks and types of appeals
7 Advertising design : message strategies and executional frameworks
8 Advertising media selection
Pt. 3 IMC promotional tools
9 Trade promotions
10 Consumer promotions
11 Personal selling, database marketing, and customer relationship management
12 Public relations, sponsorship programs, and regulations
Pt. 4 IMC integration tools
13 Internet marketing
14 IMC for small businesses and entrepreneurial ventures
15 Evaluating an integrated marketing program

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