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Integrated advertising, promotion, and marketing communications

Author: Kenneth E Clow; Donald Baack
Publisher: Harlow, Essex : Pearson Education, ©2012.
Edition/Format:   Print book : English : 5th ed., Global edView all editions and formats
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Document Type: Book
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 9780273753285 0273753282 9780273753353 0273753355
OCLC Number: 735463200
Description: 463 pages : illustrations (chiefly color) ; 28 cm
Contents: PART 1: THE IMC FOUNDATION Chapter 1. Integrated Marketing Communications Chapter 2. Corporate Image and Brand Management Chapter 3. Buyer Behaviors Chapter 4. The IMC Planning ProcessPART 2: IMC ADVERTISING TOOLS Chapter 5. Advertising ManagementChapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals Chapter 7. Advertising Design: Message Strategies and Executional FrameworksPART 3: IMC MEDIA TOOLS Chapter 8. Traditional Media ChannelsChapter 9. E-active MarketingChapter 10. Alternative Marketing PART 4: IMC PROMOTIONAL TOOLS Chapter 11. Database and Direct Response Marketing and Personal SellingChapter 12. Sales Promotions Chapter 13. Public Relations and Sponsorship ProgramsPART 5: IMC ETHICS, REGULATION, AND EVALUATION Chapter 14. Regulations and Ethical ConcernsChapter 15. Evaluating an Integrated Marketing Program
Responsibility: Kenneth E. Clow, Donald Baack.

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