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Integrated Advertising, Promotion and Marketing Communications (Sixth Edition)

by Donald E. Baack,Kenneth E. Clow

Condition: New

Pearson Education, 2014. 5th or later edition. Softcover. New. Features Integrated Campaigns in Action Increased Emphasis on Social Media Interviews with Advertising Professionals Lead-in vignettes International marketing discussions Critical-thinking exercises and discussion questions Integrated learning exercises Creative Corner exercises Cases 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 Part IV. IMC Promotional Tools 10. Database and Direct Response Marketing and Personal Selling 11. Sales Promotions 12. Public Relations and Sponsorship Programs Part V. IMC Ethics, Regulation, and Evaluation 13. Regulations and Ethical Concerns 14. Evaluating an Integrated Marketing Program Printed Pages: 460.

For undergraduate Advertising and Integrated Marketing Communication courses. Clow and Baack 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. In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.


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