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Integrated advertising, promotion, and marketing communications (Record no. 6349)

MARC details
000 -LEADER
fixed length control field	16793nam a22002177a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN	9780138157371
Terms of availability	TZS 57,828.44
040 ## - CATALOGING SOURCE
Original cataloging agency	MUL
Language of cataloging	eng
Description conventions	AACR
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number	659.1 CLO
100 ## - MAIN ENTRY--AUTHOR NAME
Personal name	Clow, Kenneth E.
245 ## - TITLE STATEMENT
Title	Integrated advertising, promotion, and marketing communications
Statement of responsibility, etc	/ Kenneth E. Clow and Donald Baack
250 ## - Edition Statement
Edition statement	4th ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication	Upper Saddle River, N.J. :
Name of publisher	Prentice Hall,
Year of publication	©2010.
300 ## - PHYSICAL DESCRIPTION
Number of Pages	xxi, 454 p. :
Other physical details	ill. (chiefly color) ;
Dimensions	28 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc	Includes indexes
505 ## - Formatted Contents
Formatted contents note	Preface xix <br/>PART 1 THE IMC FOUNDATION<br/>1 (116)<br/>Integrated Marketing Communications<br/>2 (22)<br/>Ron Jon Surf Shop: IMC and Brand Building Go to the Beach<br/>2 (2)<br/>Overview<br/>4 (2)<br/>Communication and IMC Programs<br/>6 (2)<br/>Integrated Marketing Communications<br/>8 (1)<br/>An Integrated Marketing Communications Plan<br/>9 (1)<br/>IMC Components and the Design of this Book<br/>10 (1)<br/>The IMC Foundation<br/>10 (3)<br/>Advertising Tools<br/>11 (1)<br/>IMC Media Tools<br/>11 (1)<br/>Promotional Tools<br/>11 (1)<br/>Integration Tools<br/>12 (1)<br/>Refining the IMC Program<br/>12 (1)<br/>The Value of IMC Plans<br/>13 (4)<br/>Information Technology<br/>13 (1)<br/>Changes in Channel Power<br/>14 (1)<br/>Increases in Competition<br/>15 (1)<br/>Brand Parity<br/>16 (1)<br/>Integration of Information<br/>16 (1)<br/>Decline in the Effectiveness of Television Advertising<br/>17 (1)<br/>International Implications<br/>17 (7)<br/>Corporate Image and Brand Management<br/>24 (32)<br/>Gucci: One Strong Brand Works with Others<br/>24 (1)<br/>Overview<br/>25 (1)<br/>Corporate Image<br/>26 (4)<br/>Components of a Corporate Image<br/>26 (1)<br/>The Role of a Corporate Image---Consumer Perspective<br/>27 (1)<br/>The Role of a Corporate Image--- Business-to-Business Perspective<br/>28 (1)<br/>The Role of a Corporate Image---Company Perspective<br/>29 (1)<br/>Promoting the Desired Image<br/>30 (2)<br/>Creating the Right Image<br/>30 (1)<br/>Rejuvenating an Image<br/>31 (1)<br/>Changing an Image<br/>31 (1)<br/>Corporate Name<br/>32 (1)<br/>Corporate Logos<br/>33 (1)<br/>Branding<br/>34 (1)<br/>Developing a Strong Brand Name<br/>34 (1)<br/>Brand Equity<br/>35 (3)<br/>Steps to Building Brand Equity<br/>36 (1)<br/>Measuring Brand Equity<br/>37 (1)<br/>Brand Extensions and Flanker Brands<br/>38 (2)<br/>Co-Branding<br/>40 (1)<br/>Private Brands<br/>41 (2)<br/>Packaging<br/>43 (2)<br/>New Trends in Packaging<br/>44 (1)<br/>Labels<br/>45 (1)<br/>Positioning<br/>45 (3)<br/>Other Elements of Positioning<br/>47 (1)<br/>Ethical Issues in Brand Management<br/>48 (1)<br/>International Implications<br/>49 (7)<br/>Buyer Behaviors<br/>56 (32)<br/>Apple's iPhone: Dialing Up New Customers<br/>56 (2)<br/>Overview<br/>58 (1)<br/>Consumer Purchasing Process<br/>58 (1)<br/>Information Search<br/>59 (7)<br/>Internal Search<br/>59 (1)<br/>External Search<br/>59 (2)<br/>Consumer Attitudes<br/>61 (2)<br/>Consumer Values<br/>63 (1)<br/>Cognitive Mapping<br/>64 (2)<br/>Evaluation of Alternatives<br/>66 (3)<br/>The Evoked Set Method<br/>66 (1)<br/>The Multiattribute Approach<br/>67 (1)<br/>Affect Referral<br/>68 (1)<br/>Trends in the Consumer Buying Environment<br/>69 (3)<br/>Age Complexity<br/>69 (1)<br/>Gender Complexity<br/>69 (1)<br/>Individualism<br/>69 (1)<br/>Active, Busy Lifestyles<br/>70 (1)<br/>Cocooning<br/>70 (1)<br/>Changes in Family Units<br/>71 (1)<br/>Pleasure Pursuits<br/>71 (1)<br/>Health Emphasis<br/>71 (1)<br/>Business-to-Business Buyer Behavior<br/>72 (1)<br/>Factors Affecting Members of Business Buying Centers<br/>73 (2)<br/>Organizational Influences<br/>73 (1)<br/>Individual Factors<br/>73 (2)<br/>Types of Business-to-Business Sales<br/>75 (1)<br/>The Business-to-Business Buying Process<br/>76 (2)<br/>Identification of Needs<br/>76 (1)<br/>Establishment of Specifications<br/>77 (1)<br/>Identification of Vendors<br/>77 (1)<br/>Vendor Evaluation<br/>77 (1)<br/>Vendor Selection<br/>78 (1)<br/>Negotiation of Terms<br/>78 (1)<br/>Postpurchase Evaluation<br/>78 (1)<br/>Dual Channel Marketing<br/>78 (2)<br/>International Implications<br/>80 (8)<br/>Promotions Opportunity Analysis<br/>88 (29)<br/>PETsMART: It's a Dog's Life (which ain't half bad)<br/>88 (2)<br/>Overview<br/>90 (1)<br/>Promotions Opportunity Analysis<br/>90 (1)<br/>Communication Market Analysis<br/>91 (26)<br/>Competitors<br/>91 (1)<br/>Opportunities<br/>91 (1)<br/>Target Markets<br/>92 (1)<br/>Customers<br/>92 (1)<br/>Product Positioning<br/>93 (1)<br/>Establishing Marketing Communications Objectives<br/>93 (1)<br/>Establishing a Communications Budget<br/>94 (2)<br/>Types of Budgets<br/>96 (1)<br/>The Percentage of Sales Method<br/>96 (1)<br/>The Meet-the-Competition Method<br/>97 (1)<br/>The ``What We Can Afford'' Method<br/>97 (1)<br/>The Objective and Task Method<br/>97 (1)<br/>Payout Planning<br/>97 (1)<br/>Quantitative Models<br/>98 (1)<br/>Budgeting Expenditures<br/>98 (1)<br/>Preparing Promotional Strategies<br/>99 (1)<br/>Matching Tactics with Strategies<br/>100 (1)<br/>Market Segmentation<br/>101 (1)<br/>Market Segmentation by Consumer Groups<br/>101 (1)<br/>Segments Based on Demographics<br/>102 (2)<br/>Psychographics<br/>104 (1)<br/>Segments Based on Generations<br/>105 (1)<br/>Segmentation by Geographic Area<br/>106 (1)<br/>Geodemographic Segmentation<br/>106 (1)<br/>Benefit Segmentation<br/>107 (1)<br/>Usage Segmentation<br/>107 (1)<br/>Business-to-Business Segmentation<br/>108 (1)<br/>Segmentation by Industry<br/>108 (1)<br/>Segmentation by Size<br/>109 (1)<br/>Segmentation by Geographic Location<br/>109 (1)<br/>Segmentation by Product Usage<br/>109 (1)<br/>Segmentation by Customer Value<br/>110 (1)<br/>International Implications<br/>110 (7)<br/>PART 2 IMC ADVERTISING TOOLS<br/>117 (90)<br/>Advertising Management<br/>118 (1)<br/>The Anatomy of a Perfect Pushup<br/>118 (1)<br/>Overview<br/>119 (2)<br/>Overview of Advertising Management<br/>121 (1)<br/>Advertising and the IMC Process<br/>121 (1)<br/>Choosing an Advertising Agency<br/>122 (1)<br/>Decision Variables<br/>123 (1)<br/>External Advertising Agencies<br/>124 (1)<br/>Choosing an Agency<br/>125 (1)<br/>Goal Setting<br/>125 (1)<br/>Selection Criteria<br/>125 (2)<br/>Reference Requests<br/>127 (1)<br/>Creative Pitch<br/>127 (1)<br/>Agency Selection<br/>128 (1)<br/>Advertising Planning and Research<br/>129 (1)<br/>The Roles of Advertising Account Executives<br/>130 (1)<br/>The Roles of Creatives<br/>130 (1)<br/>Advertising Campaign Management<br/>131 (1)<br/>Communication Market Analysis<br/>131 (1)<br/>Advertising Goals<br/>132 (1)<br/>Building Brand Image<br/>132 (1)<br/>Providing Information<br/>133 (1)<br/>Persuasion<br/>133 (1)<br/>Supporting Marketing Efforts<br/>133 (1)<br/>Encouraging Action<br/>134 (1)<br/>The Advertising Budget<br/>134 (1)<br/>Media Selection<br/>135 (1)<br/>The Creative Brief<br/>135 (1)<br/>The Objective<br/>135 (1)<br/>The Target Audience<br/>136 (1)<br/>The Message Theme<br/>137 (1)<br/>The Support<br/>137 (1)<br/>The Constraints<br/>137 (1)<br/>International Implications<br/>138 (8)<br/>Advertising Design: Theoretical Frameworks and Types of Appeals<br/>146 (30)<br/>Ecko Enterprises: Dressing the Hip Hop World and Beyond<br/>146 (2)<br/>Overview<br/>148 (1)<br/>The Creative Brief<br/>148 (1)<br/>Advertising Theory<br/>149 (4)<br/>Hierarchy of Effects<br/>149 (1)<br/>Means-End Theory<br/>150 (1)<br/>Leverage Points<br/>151 (1)<br/>Verbal and Visual Images<br/>152 (1)<br/>Types of Advertising Appeals<br/>153 (14)<br/>Fear<br/>154 (1)<br/>Humor<br/>155 (2)<br/>Sex<br/>157 (5)<br/>Musical Appeals<br/>162 (2)<br/>Rational Appeals<br/>164 (1)<br/>Emotional Appeals<br/>165 (2)<br/>Scarcity Appeals<br/>167 (1)<br/>The Structure of an Advertisement<br/>167 (2)<br/>International Implications<br/>169 (7)<br/>Advertising Design: Message Strategies and Executional Frameworks<br/>176 (31)<br/>Dove's Social and Fashion Advertising<br/>176 (1)<br/>Overview<br/>177 (1)<br/>Message Strategies<br/>178 (5)<br/>Cognitive Strategies<br/>178 (3)<br/>Affective Strategies<br/>181 (1)<br/>Conative Strategies<br/>182 (1)<br/>Executional Frameworks<br/>183 (5)<br/>Animation<br/>183 (1)<br/>Slice-of-Life<br/>184 (1)<br/>Dramatization<br/>185 (1)<br/>Testimonials<br/>185 (1)<br/>Authoritative<br/>186 (1)<br/>Demonstration<br/>186 (1)<br/>Fantasy<br/>187 (1)<br/>Informative<br/>188 (1)<br/>Sources and Spokespersons<br/>188 (6)<br/>Source Characteristics<br/>190 (2)<br/>Matching Source Types and Characteristics<br/>192 (2)<br/>Creating an Advertisement<br/>194 (1)<br/>Advertising Effectiveness<br/>195 (3)<br/>Beating Ad Clutter<br/>197 (1)<br/>International Implications<br/>198 (9)<br/>PART 3 IMC MEDIA TOOLS<br/>207 (88)<br/>Traditional Media Channels<br/>208 (34)<br/>M&M's: The Sweet Task of Media Selection<br/>208 (2)<br/>Overview<br/>210 (1)<br/>Media Strategy<br/>210 (1)<br/>Media Planning<br/>211 (2)<br/>Media Planners<br/>212 (1)<br/>Media Buyers<br/>213 (1)<br/>Advertising Objectives<br/>213 (3)<br/>Achieving Advertising Objectives<br/>216 (3)<br/>Recency Theory<br/>217 (2)<br/>Media Selection<br/>219 (11)<br/>Television<br/>219 (3)<br/>Radio<br/>222 (2)<br/>Outdoor Advertising<br/>224 (2)<br/>Magazines<br/>226 (2)<br/>Newspapers<br/>228 (2)<br/>Media Mix<br/>230 (1)<br/>Media Selection in Business-to-Business Markets<br/>231 (2)<br/>International Implications<br/>233 (9)<br/>E-active Marketing<br/>242 (28)<br/>How Google Has Changed Our Language<br/>242 (1)<br/>Overview<br/>243 (1)<br/>E-Commerce<br/>244 (2)<br/>E-Commerce Components<br/>245 (1)<br/>E-Commerce Incentives<br/>246 (3)<br/>Financial Incentives<br/>246 (1)<br/>Convenience Incentives<br/>247 (1)<br/>Value-Added Incentives<br/>248 (1)<br/>Consumer Concerns with E-Commerce<br/>249 (2)<br/>Seller Opportunism<br/>249 (1)<br/>Security Issues<br/>249 (1)<br/>Privacy Issues<br/>250 (1)<br/>Purchasing Habits<br/>250 (1)<br/>Biusiness-to-Business E-Commerce<br/>251 (1)<br/>Interactive Marketing<br/>251 (2)<br/>Online Advertising<br/>253 (1)<br/>Forms of Online Advertising<br/>253 (1)<br/>The Impact of Online Advertising<br/>253 (1)<br/>Brand Spiraling<br/>253 (1)<br/>Blogs<br/>254 (1)<br/>Reactions to Negative Comments<br/>254 (1)<br/>Company-Sponsored Blogging<br/>255 (1)<br/>Online Social Networks<br/>255 (1)<br/>Developing a Social Network Presence<br/>256 (1)<br/>Consumer-Generated Advertising<br/>256 (1)<br/>Consumer-Generated Reviews<br/>257 (1)<br/>E-Mail<br/>258 (2)<br/>Integration with Other Channels<br/>258 (1)<br/>Web Analytics<br/>258 (1)<br/>Monitoring Future Actions<br/>259 (1)<br/>E-Mail Newsletters<br/>259 (1)<br/>Advertising on Other Newsletters<br/>259 (1)<br/>Search Engine Optimization<br/>260 (1)<br/>Viral Marketing<br/>260 (2)<br/>Web Site Design Issues<br/>262 (1)<br/>International Implications<br/>262 (8)<br/>Shipping Issues<br/>262 (1)<br/>Payment Methods<br/>263 (1)<br/>Communication Issues<br/>263 (1)<br/>Technology Issues<br/>263 (7)<br/>Alternative Marketing<br/>270 (25)<br/>Red Bull's Buzz<br/>270 (1)<br/>Overview<br/>271 (1)<br/>Alternative Media Programs<br/>272 (1)<br/>Buzz Marketing<br/>272 (2)<br/>Consumers Who Like a Brand<br/>273 (1)<br/>Sponsored Consumers<br/>273 (1)<br/>Company Employees<br/>273 (1)<br/>Buzz Marketing Stages<br/>274 (1)<br/>Buzz Marketing Preconditions<br/>274 (1)<br/>Guerilla Marketing<br/>274 (2)<br/>Product Placements and Branded Entertainment<br/>276 (2)<br/>Product Placements<br/>276 (1)<br/>Branded Entertainment<br/>276 (1)<br/>Achieving Success with Individual Consumers<br/>277 (1)<br/>Company Tactics<br/>277 (1)<br/>The Media's Perspective<br/>278 (1)<br/>Lifestyle Marketing<br/>278 (1)<br/>Alternative Media Venues<br/>279 (3)<br/>Video Game Advertising<br/>279 (1)<br/>Benefits of Video Game Advertising<br/>280 (1)<br/>Disadvantages of Video Game Advertising<br/>280 (1)<br/>Cinema Advertising<br/>280 (1)<br/>In-Tunnel Subway Advertising<br/>280 (1)<br/>Parking Lot Advertising<br/>281 (1)<br/>Escalator Advertising<br/>281 (1)<br/>Airline In-Flight Advertising<br/>281 (1)<br/>Leaflets and Brochures<br/>281 (1)<br/>Carry-Home Menus<br/>281 (1)<br/>Carry-Home Bag Advertising<br/>282 (1)<br/>Advertising on Clothing<br/>282 (1)<br/>Mall Signs<br/>282 (1)<br/>Kiosks<br/>282 (1)<br/>In-Store Marketing<br/>282 (2)<br/>New In-Store Marketing Tactics<br/>283 (1)<br/>Point-of-Purchase Tactics<br/>284 (2)<br/>Designing Effective POP<br/>284 (1)<br/>Measuring POP Effectiveness<br/>285 (1)<br/>Combination Approaches<br/>286 (1)<br/>Brand Communities<br/>286 (2)<br/>International Implications<br/>288 (7)<br/>PART 4 IMC PROMOTIONAL TOOLS<br/>295 (86)<br/>Database and Direct Response Marketing<br/>296 (28)<br/>Levi Strauss & Co.: Using Quality Information to Build Relationships<br/>296 (2)<br/>Overview<br/>298 (1)<br/>Database Marketing<br/>298 (1)<br/>Building a Data Warehouse<br/>299 (2)<br/>E-Mail and Internet Data<br/>300 (1)<br/>Purchase and Communication Histories<br/>300 (1)<br/>Personal Preference Profiles<br/>300 (1)<br/>Customer Information Companies<br/>301 (1)<br/>Geocoding<br/>301 (1)<br/>Database Coding and Analysis<br/>301 (2)<br/>Lifetime Value Analysis<br/>301 (1)<br/>RFM Analysis<br/>302 (1)<br/>Data Mining<br/>303 (1)<br/>Database-Driven Marketing Communications<br/>304 (3)<br/>Identification Codes<br/>305 (1)<br/>Customer Profile Information<br/>305 (1)<br/>In-Bound Telemarketing<br/>305 (1)<br/>Trawling<br/>306 (1)<br/>Lifetime Value Segments<br/>306 (1)<br/>Database-Driven Marketing Programs<br/>307 (5)<br/>Permission Marketing<br/>307 (2)<br/>Frequency Programs<br/>309 (2)<br/>Customer Relationship Management<br/>311 (1)<br/>Direct Response Marketing<br/>312 (1)<br/>Direct Mail<br/>313 (1)<br/>Types of Lists<br/>313 (1)<br/>Advantages of Direct Mail<br/>314 (1)<br/>Disadvantages of Direct Mail<br/>314 (1)<br/>Catalogs<br/>314 (1)<br/>Direct Response Media<br/>315 (1)<br/>Internet<br/>315 (1)<br/>Alternative Media<br/>315 (1)<br/>Telemarketing<br/>316 (1)<br/>International Implications<br/>316 (8)<br/>Sales Promotions<br/>324 (30)<br/>Sales Promotions and More Hook Fans<br/>324 (2)<br/>Overview<br/>326 (1)<br/>Consumer Promotions<br/>326 (1)<br/>Coupons<br/>327 (3)<br/>Coupon Distribution<br/>328 (1)<br/>Types of Coupons<br/>328 (1)<br/>Problems with Coupons<br/>329 (1)<br/>Premiums<br/>330 (1)<br/>Types of Premiums<br/>330 (1)<br/>Keys to Successful Premium Programs<br/>331 (1)<br/>Contests and Sweepstakes<br/>331 (2)<br/>Contests<br/>332 (1)<br/>Sweepstakes<br/>332 (1)<br/>Components of Prizes<br/>332 (1)<br/>Goals of Contests and Sweepstakes<br/>333 (1)<br/>Refunds and Rebates<br/>333 (1)<br/>Sampling<br/>334 (2)<br/>Types of Samples<br/>335 (1)<br/>Benefits of Sampling<br/>335 (1)<br/>Problems with Sampling<br/>335 (1)<br/>Successful Sampling Programs<br/>336 (1)<br/>Bonus Packs<br/>336 (1)<br/>Types of Bonus Packs<br/>336 (1)<br/>Benefits of Bonus Packs<br/>336 (1)<br/>Problems with Bonus Packs<br/>337 (1)<br/>Price-Offs<br/>337 (1)<br/>Benefits of Price-Offs<br/>337 (1)<br/>Problems with Price-Offs<br/>338 (1)<br/>Overlays and Tie-Ins<br/>338 (1)<br/>Planning for Consumer Promotions<br/>338 (2)<br/>Trade Promotions<br/>340 (7)<br/>Trade Allowances<br/>340 (2)<br/>Trade Contests<br/>342 (1)<br/>Trade Incentives<br/>343 (2)<br/>Trade Shows<br/>345 (2)<br/>Concerns with Trade Promotions<br/>347 (1)<br/>International Implications<br/>348 (6)<br/>Public Relations and Sponsorship Programs<br/>354 (27)<br/>Everyone's Wild About Harry<br/>354 (1)<br/>Overview<br/>355 (1)<br/>Public Relations<br/>356 (1)<br/>Internal Versus External Public Relations<br/>356 (1)<br/>Public Relations Tools<br/>356 (1)<br/>Public Relations Functions<br/>357 (1)<br/>Identifying Stakeholders<br/>357 (2)<br/>Internal Stakeholders<br/>358 (1)<br/>External Stakeholders<br/>358 (1)<br/>Assessing Corporate Reputation<br/>359 (1)<br/>Auditing Corporate Social Responsibility<br/>360 (1)<br/>Creating Positive Image-Building Activities<br/>360 (4)<br/>Cause-Related Marketing<br/>361 (2)<br/>Green Marketing and Pro-Environmental Activities<br/>363 (1)<br/>Preventing or Reducing Image Damage<br/>364 (4)<br/>Proactive Prevention Strategies<br/>365 (1)<br/>Reactive Damage-Control Strategies<br/>365 (3)<br/>Sponsorships<br/>368 (2)<br/>Forms of Sponsorships<br/>368 (1)<br/>Choosing Sponsorships<br/>369 (1)<br/>Sponsorship Objectives<br/>370 (1)<br/>Event Marketing<br/>370 (3)<br/>Determining Objectives<br/>371 (1)<br/>Matching the Event to Publics<br/>371 (1)<br/>Promoting the Event<br/>371 (1)<br/>Advertising at the Event<br/>371 (1)<br/>Tracking Results<br/>372 (1)<br/>Cross-Promotions<br/>372 (1)<br/>International Implications<br/>373 (8)<br/>PART 5 IMC ETHICS, REGULATION, AND EVALUATION<br/>381 (57)<br/>Regulations and Ethical Concerns<br/>382 (26)<br/>A Salty Situation<br/>382 (1)<br/>Overview<br/>383 (1)<br/>Marketing Communications Regulations<br/>384 (6)<br/>Governmental Regulatory Agencies<br/>384 (1)<br/>The Federal Trade Commission<br/>385 (1)<br/>Unfair and Deceptive Marketing Practices<br/>385 (1)<br/>Deception Versus Puffery<br/>385 (1)<br/>Substantiation of Marketing Claims<br/>386 (1)<br/>How Investigations Begin<br/>387 (1)<br/>Consent Orders<br/>388 (1)<br/>Administrative Complaints<br/>388 (1)<br/>Courts and Legal Channels<br/>388 (1)<br/>Corrective Advertising<br/>389 (1)<br/>Trade Regulation Rulings<br/>389 (1)<br/>Industry Oversight of Marketing Practices<br/>390 (2)<br/>Council of Better Business Bureaus<br/>390 (1)<br/>National Advertising Division<br/>390 (1)<br/>National Advertising Review Board<br/>391 (1)<br/>Children's Advertising Review Unit<br/>391 (1)<br/>Ethics and Social Responsibility<br/>392 (3)<br/>Ethics and Advertising<br/>393 (1)<br/>Perpetuating Stereotypes<br/>393 (1)<br/>Advertising Unsafe Products<br/>394 (1)<br/>Offensive Advertisements<br/>394 (1)<br/>Advertising to Children<br/>395 (1)<br/>Marketing and Ethics<br/>395 (2)<br/>Brand Infringement<br/>395 (1)<br/>Medical Marketing and Advertising<br/>396 (1)<br/>Gifts and Bribery in Business-to-Business Marketing Programs<br/>396 (1)<br/>Internet Marketing: Spamming and Cookies<br/>397 (1)<br/>Responding to Ethical Challenges<br/>397 (2)<br/>Ethical Frameworks<br/>398 (1)<br/>Social Responsibility<br/>399 (1)<br/>Social Responsibility Perspectives<br/>399 (1)<br/>Ethics Programs<br/>400 (1)<br/>Ethics Training Programs<br/>400 (1)<br/>Codes of Ethics<br/>400 (1)<br/>Ethics Consulting Systems<br/>401 (1)<br/>International Implications<br/>401 (7)<br/>Evaluating an Integrated Marketing Program<br/>408 (30)<br/>Pretesting for Effectiveness: The New High-Tech World of Advertising Design<br/>408 (1)<br/>Overview<br/>409 (1)<br/>Matching Methods with IMC Objectives<br/>410 (1)<br/>Message Evaluations<br/>411 (10)<br/>Concept Testing<br/>412 (1)<br/>Copytesting<br/>413 (1)<br/>Recall Tests<br/>414 (2)<br/>Recognition Tests<br/>416 (1)<br/>Attitude and Opinion Tests<br/>417 (1)<br/>Emotional Reaction Tests<br/>418 (1)<br/>Physiological Arousal Tests<br/>419 (1)<br/>Persuasion Analysis<br/>420 (1)<br/>Evaluation Criteria<br/>421 (2)<br/>Behavioral Evaluations<br/>423 (5)<br/>Sales and Response Rates<br/>423 (2)<br/>Online Metrics<br/>425 (1)<br/>Test Markets<br/>426 (2)<br/>Purchase Simulation Tests<br/>428 (1)<br/>Evaluating Public Relations Activities<br/>428 (2)<br/>Evaluating the Overall IMC Program<br/>430 (1)<br/>International Implications<br/>431 (7)<br/>Name/Organization Index 438 (8)<br/>Subject Index 446
546 ## - LANGUAGE NOTE
Language note	eng
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term	Advertising
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term	Communication in marketing
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name	Baack, Donald
942 ## - ADDED ENTRY ELEMENTS
Item type	Book

Holdings
Withdrawn status	Lost status	Damaged status	Not for loan	Permanent Location	Current Location	Date acquired	Source of acquisition	Full call number	Accession Number	Copy number	Price effective from	Koha item type
				Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	01/06/2010	Radar Education	659.1 CLO	0062745	1	12/07/2022	Book
				Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	01/06/2010	Radar Education	659.1 CLO	0062743	2	12/07/2022	Book