Integrated advertising, promotion, and marketing communications

By:

Clow, Kenneth E

Contributor(s):

Baack, Donald E

Material type: Text

TextPublication details: Pearson India Education Services Pvt. Ltd. New Delhi 2021Edition: 6thDescription: 455 pISBN:

9789332518377

Subject(s):

DDC classification:

659.1 CLO

Summary: 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.

List(s) this item appears in: Marketing | Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.1 CLO (Browse shelf(Opens below))	1	Available		002306

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.

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