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Integrated Advertising, Promotion, and Marketing Communications (2007)

Integrated Advertising, Promotion, and Marketing Communications (2007)

Kenneth E. Clow, Donald Baack

Year: 2007
Authors: Kenneth E. Clow, Donald Baack
Publishers: Prentice Hall
Pages: 548
Print type: BOOK

Description:

This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.