Clow, Kenneth E.  <br/><br/>
Integrated advertising, promotion, and marketing communications  
/ Kenneth E. Clow and Donald Baack 
 - 4th ed. 
 - Upper Saddle River, N.J. :  Prentice Hall,   ©2010. 
 - xxi, 454 p. :   ill. (chiefly color) ;   28 cm. 
<br/><br/>Includes indexes 
<br/><br/>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	 
<br/><br/><br/>eng 
<br/><br/><label>ISBN: </label>9780138157371  TZS 57,828.44 
<br/><br/><label>Subjects--Topical Terms: </label><br/> Advertising<br/>Communication in marketing
<br/><br/><label>Dewey Class. No.: </label>659.1 CLO