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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, ©2007.Edition: 3rd edDescription: xxiii, 515 p. : ill. (chiefly color) ; 28 cmISBN:
  • 0132382091
Subject(s): DDC classification:
  • 659.1 CLO
Contents:
Integrated marketing communications Corporate image and brand management Buyer behaviors Promotions opportunity analysis Advertising management Advertising design: theoretical frameworks and types of appeals Advertising design: message strategies and executional frameworks Advertising media selection Trade promotions Consumer promotions Personal selling, database marketing, and customer relationship management Public relations, sponsorship programs, and regulations Internet marketing IMC for small businesses and entrepreneurial ventures Evaluating an integrated marketing program
Summary: Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Book Mzumbe University Main Campus Library 659.1 CLO (Browse shelf(Opens below)) 1 Available 0061541
Book Mzumbe University Main Campus Library 659.1 CLO (Browse shelf(Opens below)) 2 Available 0058967
Book Mzumbe University Main Campus Library 659.1 CLO (Browse shelf(Opens below)) 3 Available 0058968
Total holds: 0

Includes indexes


Integrated marketing communications
Corporate image and brand management
Buyer behaviors
Promotions opportunity analysis
Advertising management
Advertising design: theoretical frameworks and types of appeals
Advertising design: message strategies and executional frameworks
Advertising media selection
Trade promotions
Consumer promotions
Personal selling, database marketing, and customer relationship management
Public relations, sponsorship programs, and regulations
Internet marketing
IMC for small businesses and entrepreneurial ventures
Evaluating an integrated marketing program

Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software

eng

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