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Clow, Kenneth E.

Integrated advertising, promotion, and marketing communications - 6th - New Delhi Pearson India Education Services Pvt. Ltd. 2021 - 455 p.

Table of Content
Part I. The IMC Foundation
1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

Part II. IMC Advertising Tools
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks

Part III. IMC Media Tools
8. Traditional Media Channels
9. Digital Marketing

Part IV. IMC Promotional Tools
10. Database and Direct Response Marketing and Personal Selling
11. Sales Promotions
12. Public Relations and Sponsorship Programs

Part V. IMC Ethics, Regulation, and Evaluation
13. Regulations and Ethical Concerns
14. Evaluating an Integrated Marketing Program

Examine advertising and promotions through the lens of integrated marketing communications.


The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.

ISBN: 9789332518377

Subjects--Topical Terms:
Advertising
Communication in marketing
Sales promotion

Dewey Class. No.: 659.1 / CLO