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Clow, Kenneth E.

Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, ©2007. - xxiii, 515 p. : ill. (chiefly color) ; 28 cm.

Includes 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
Trade promotions
Consumer promotions
Personal selling, database marketing, and customer relationship management
Public relations, sponsorship programs, and regulations
Internet marketing
IMC for small businesses and entrepreneurial ventures
Evaluating an integrated marketing program


Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software


eng

ISBN: 0132382091 TZS 50,000/=

Subjects--Topical Terms:
Advertising
Communication in marketing

Dewey Class. No.: 659.1 CLO