Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.
By: Clow, Kenneth E.
Contributor(s): Baack, Donald.
Publisher: Boston : Pearson, ©2021Edition: 9th edition.Description: xx, 469 pages : color illustrations ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781292411217.Subject(s): Communication in marketing | Advertising | Advertising | Communication in marketingGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.123 .C58 2021 (Browse shelf) | Available | AU00000000018560 |
Includes bibliographical references (pages 456-460) and index.
Part One THE IMC FOUNDATION -- 1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- Part Two IMC ADVERTISING TOOLS -- 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- Part Three IMC MEDIA TOOLS -- 8. Digital and Alternative -- 9. Social Media -- 10. Alternative Marketing -- Part Four IMC PROMOTIONAL TOOL -- 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- Part Five IMG ETHICS, REGULATION, AND EVALUATION -- 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program.
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