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Integrated Advertising, Promotion and Marketing Communications: Global Edition, 4/eIntegrated Advertising, Promotion and Marketing Communications: Global Edition, 4/e

Kenneth E Clow
Donald E Baack

ISBN  10 : 0138157375
ISBN 13 : 6780138157371
480PP © 2010 Paper
Basic Approach
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  communication.
The carefully  integrated  approach  of the text blends advertising , promotion s and marketing communication
Together , providing students with the information they need to understand the process and benefits of successful
IMC campaigns.
In addition to enhancing the overall visual appeal, the fourth  edition of this text has updated and revised the
material  to include the cutting edge topics of the industy.

Table of  Content
PART  1     THE  IMC  FOUNDTION

Integrated  Marketing  Communication
Corporate Image and Brand  Management
Buyer Behaviors
Promotions Opportunity Analysis

PART  2        IMC ADVERTISING  TOOLS
Advertising  Management
Advertising Design: Theoretical  Framework and Types of Appeals
Advertising Design: Message Strategies and Executional  Frameworks

PART  3        IMC MEDIA TOOLS
Advertising  Media Selection
E-active Marketing
Alternative Marketing

PART  4        IMC PROMATION  TOOLS
Database  and  Direct Response Marketing
Sales Promotions
Public Relations and Sponsorship Programs

PART  5        IMC INTERGRATION TOOL
Regulation and Ethical Concerns
Evaluating an integrated  Marketing Program

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