Integrated Advertising, Promotion, and Marketing Communication
638 pages, parution le 01/09/2001
Résumé
This book provides a strong foundation in the basic
principles of advertising and promotion and gives readers
an integrated learning experience. It incorporates Internet
exercises and a Building an IMC Campaign project, with free
Advertising Plan Pro software in every copy. Chapter topics
cover ethics and social responsibility in marketing
communications, promotions opportunity analysis, brand and
corporate image management, consumer buyer behaviors,
business-to-business buyer behaviors, advertising
management, advertising media selection, trade promotions,
consumer promotions, personal selling, public relations and
sponsorship programs, database and direct marketing
programs, internet marketing, and evaluating an integrated
marketing program. For professionals in the field of
advertising.
Contents
- 1. Integrated Marketing Communications.
- 2. Ethics and Social Responsibility in Marketing Communications.
- 3. Promotions Opportunity Analysis.
- 4. Brand and Corporate Image Management.
- 5. Consumer Buyer Behaviors.
- 6. Business-to-Business Buyer Behaviors.
- 7. Advertising Management.
- 8. Advertising Media Selection.
- 9. Advertising Design: Theoretical Frameworks and Types of Appeals.
- 10. Advertising Design: Message Strategies and Executional Frameworks.
- 11. Trade Promotions.
- 12. Consumer Promotions.
- 13. Personal Selling.
- 14. Public Relations and Sponsorship Programs.
- 15. Database and Direct Marketing Programs.
- 16. Internet Marketing.
- 17. Evaluating an Integrated Marketing Program.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | Kenneth E. Clow, Donald Baack |
| Parution | 01/09/2001 |
| Nb. de pages | 638 |
| Format | 21 x 26 |
| Couverture | Relié |
| Poids | 1440g |
| Intérieur | Quadri |
| EAN13 | 9780130175786 |
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