| Edition |
5th ed. |
| Description |
xviii, 445 pages : color illustrations ; 28 cm |
|
text txt rdacontent |
|
unmediated n rdamedia |
|
volume nc rdacarrier |
| Series |
PSU Faculty or Staff Author ; 1988-
|
| Note |
Baack, PSU Faculty or Staff Author. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The IMC foundation -- Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- IMC advertising tools -- Advertising management -- Advertising design : theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- IMC media tools -- Advertising media selection -- E-active marketing -- Alternative marketing -- IMC promotional tools -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- IMC integration tools -- Regulations and ethical concerns -- Evaluating an integrated marketing program. |
| Summary |
This text examines 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 readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text. |
| Subject |
Communication in marketing.
|
|
Advertising.
|
|
Advertising. (OCoLC)fst00797511
|
|
Communication in marketing. (OCoLC)fst00870196
|
| Added Author |
Baack, Donald.
|
| ISBN |
9780132538961 (pbk. ; alk. paper) |
|
0132538962 |
|
9780273753285 (Global ed.) |
|
0273753282 (Global ed.) |
|
