Integrated Advertising, Promotion, Marketing Communication

Integrated Advertising, Promotion, Marketing Communication

4.01 (104 ratings by Goodreads)
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Description

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions. Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core-not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.show more

Product details

  • Mixed media product
  • 210.8 x 269.2 x 22.9mm | 1,156.67g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • 2nd Revised United States ed
  • 013106052X
  • 9780131060524

Review quote

"The "Building an IMC campaign" is an EXCELLENT idea! I would use the software." - Jerome Christian, Coastal Carolina University "Each chapter is perfect in length, giving information in manageable portions to the student so as not to overwhelm. The examples are great... you have chosen larger size for your graphics in most cases which really aids in the learning process. I love the software package for promotional plan development and I like the way the book is organized." - Stefanie Garcia, University of Central Florida "I really like Clow & Baack's distinction between Consumer and Business Buyer Behavior. I am very impressed with the coverage of all of the subjects in the Clow/Baack text." - Bob Gulovsen, Washington Univ. St Louis "The strength of Clow and Baack's book is its "accessibility" for an undergraduate student population. The authors are to be congratulated for outstanding chapter introductions/overviews and great opening vignettes." - James Maskulka, Lehigh University "Well researched and up to date. Integrated communication is stressed more in Clow." - Sreedhar Kavil, St. Johns University "Excellent coverage of IMC and promotion functions- excellent examples for products that traditional students can relate to." - Jerald Weaver, SUNY Brockport "I like this feature Building An IMC Campaign as it can be used as a semester long project and offers a good framework."- Esther Page-Wood, Western Michigan University "This pops! Really. Not just because of the ad-like cover. The inside page design has a welcome energy---cover to cover. The use of bright colors, white space and bold type is contemporary without getting fashionably messy. The ad examples are up to date and relevant; charts are quick and clear and the text is structured and written with simplicity and logic." - Jon Mindell, Baruch College of CUNYshow more

Table of contents

I. IMC FOUNDATION. 1. Integrated Marketing Communications. 2. Corporate Image and Brand Management. 3. Consumer Buyer Behavior. 4. Business-to-Business Buyer Behavior. 5. Promotion Opportunity Analysis. II. IMC ADVERTISING TOOLS. 6. Advertising Management. 7. Advertising Design: Theoretical Framework and Types of Appeals. 8. Advertising Design: Message Strategies and Executional Frameworks. 9. Advertising Media Selection. III. IMC PROMOTIONAL TOOLS. 10. Trade Promotions. 11. Consumer Promotions. 12. Personal Selling, Database Marketing, and Customer Relationship Management. 13. Public Relations, Regulations, and Sponsorships. IV. IMC INTEGRATION TOOLS. 14. Internet Marketing. 15. IMC for the Small Business Entrepreneur. 16. Evaluating an Integrated Marketing Program.show more

Rating details

104 ratings
4.01 out of 5 stars
5 43% (45)
4 30% (31)
3 16% (17)
2 7% (7)
1 4% (4)
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