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

By:

Clow, Kenneth E

Contributor(s):

Baack, Donald [author]

Material type:

TextPublication details: Harlow, England : Pearson , c2012Edition: 5th edition, Global editionDescription: 463 pages : color illustration ; 28 cmISBN:

9780273753285
0273753282

Subject(s):

LOC classification:

HF 5415.123 .C562 2012

Contents:

Part 1: The IMC foundation -- 1. Integrated marketing communications -- 2. Corporate image and brand management -- 3. Buyer behaviors -- 4. The IMC planning process -- Part 2: IMC advertising tools -- 5. Advertising management -- 6. Advertising design: theoretical frameworks and types of appeals -- 7. Advertising design: message strategies and executional frameworks -- Part 3: IMC media tools -- 8. Traditional media channels -- 9. E-active marketing -- 10. Alternative marketing -- Part 4: IMC promotional tools -- 11. Database and direct response marketing and personal selling -- 12. Sales promotions -- 13. Public relations and sponsorship programs -- Part 5: IMC ethics, regulation, and evaluation -- 14. Regulations and ethical concerns -- 15. Evaluating an integrated marketing program.

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Holdings
Item type	Current library	Call number	Status	Notes	Barcode
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C57 2010 (Browse shelf(Opens below))	Available		1100026145
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C562 2012 (Browse shelf(Opens below))	Available		1100032368
Red Spot	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016482
Red Spot	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016481
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016490
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016489
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016488
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016487
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016486
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016485
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available		1100016483
Lecturer Collections	Albukhary International University LEVEL 2	HF 5415.123 .C56 2012 (Browse shelf(Opens below))	Available	Chief Librarian has noted that this book is missing. Dr. Azni in current status seraching for the book. (misplace)	1100016484

Total holds: 0

For undergraduate Advertising and Integrated Marketing Communication courses.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications.

Includes bibliographical references and index.

Part 1: The IMC foundation --
1. Integrated marketing communications --
2. Corporate image and brand management --
3. Buyer behaviors --
4. The IMC planning process --
Part 2: IMC advertising tools --
5. Advertising management --
6. Advertising design: theoretical frameworks and types of appeals --
7. Advertising design: message strategies and executional frameworks --
Part 3: IMC media tools --
8. Traditional media channels --
9. E-active marketing --
10. Alternative marketing --
Part 4: IMC promotional tools --
11. Database and direct response marketing and personal selling --
12. Sales promotions --
13. Public relations and sponsorship programs --
Part 5: IMC ethics, regulation, and evaluation --
14. Regulations and ethical concerns --
15. Evaluating an integrated marketing program.

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