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

    By: Clow, Kenneth EContributor(s): Baack, DonaldMaterial type: TextTextPublisher: Upper Saddle River, N.J. ; London : Pearson, c2010Edition: 4th edDescription: 478 p. : ill. (chiefly col.) ; 28 cmISBN: 9780138157371 (pbk. : global ed.); 0138157375 (pbk. : global ed.)Subject(s): Advertising | Communication in marketingDDC classification: 659.1
    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 -- E-active marketing -- Alternative marketing -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- Regulations and ethical concerns -- Evaluating an integrated marketing program.
    Summary: Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.
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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5415.123 .C58 2010 (Browse shelf (Opens below)) 1 Available STACKS 51952000077954
    Books Books Main Library
    		HF5415.123 .C58 2010 (Browse shelf (Opens below)) 1 Available STACKS 51952000055778

    Previous ed.: 2007.

    Includes bibliographical references and 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 -- E-active marketing -- Alternative marketing -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- Regulations and ethical concerns -- Evaluating an integrated marketing program.

    Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.

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