Integrated Advertising, Promotion and Marketing Communications
by Clow, Kenneth E.; Baack, Donald E.Edition: 4th
Format: Paperback
Pub. Date: 2010-01-01
Publisher(s): Prentice Hall
Other versions by this Author
List Price: $166.67
Rent Textbook
Select for Price
New Textbook
We're Sorry
Sold Out
Used Textbook
We're Sorry
Sold Out
eTextbook
We're Sorry
Not Available
Summary
Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. 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; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs; Regulations and Ethical Concerns; Evaluating an Integrated Marketing Program The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.
Table of Contents
| Preface | |
| The IMC Foundation | |
| Integrated Marketing Communications Ron Jon Surf Shop | |
| Overview Communication and IMC Programs | |
| Integrated Marketing Communications | |
| An Integrated Marketing Communications | |
| Plan IMC Components | |
| The Foundation | |
| Advertising Management and Advertising Tools | |
| Communication Channels and Media Tools | |
| Promotional Tools | |
| Integration Tools | |
| Refining the IMC Program | |
| The Value of IMC Plans | |
| Information Technology | |
| Changes in Channel Power | |
| Increases in Competition | |
| Brand Parity | |
| Integration of Information | |
| Decline in the Effectiveness of Television Advertising | |
| International Implications | |
| Corporate Image and Brand Management Gucci: One Strong Brand Works with Others | |
| Overview Corporate Image Components of a Corporate Image | |
| The Role of a Corporate Imagendash;Consumer Perspective | |
| The Role of a Corporate Imagendash;Business-to-Business Perspective | |
| The Role of a Corporate Imagendash;Company Perspective | |
| Promoting the Desired Image | |
| Creating the Right Image | |
| Rejuvenating an Image Changing an Image Corporate | |
| Name Corporate Logos Branding | |
| Developing a Strong Brand | |
| Name Brand | |
| Equity Steps to Building Brand | |
| Equity Measuring Brand | |
| Equity Brand Extensions and Flanker Brands | |
| Co-Branding Private Brands Packaging | |
| New Trends in Packaging | |
| Labels Positioning | |
| Other Elements of Positioning | |
| Ethical Issues in Brand Management | |
| International Implications | |
| Buyer Behaviors | |
| Applersquo;s IPhone Overview | |
| Consumer Purchasing Process | |
| Information Search | |
| Internal Search | |
| External Search | |
| Consumer Attitudes | |
| Consumer Values | |
| Cognitive Mapping | |
| Evaluation of Alternatives | |
| The Evoked Set Method | |
| The Multiattribute Approach | |
| Affect Referral Trends in the Consumer B | |
| Table of Contents provided by Publisher. All Rights Reserved. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.