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Record 14 of 22
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Author
Clow, Kenneth E.
Title
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald E. Baack.
Imprint
Upper Saddle River, N.J. : Prentice Hall, ©2002.
Copies
Location
Call No.
OPAC Message
Status
Axe Kansas Collection
659.1 C626i 2002
---
Available
Description
xxvi, 638 pages : color illustrations ; 25 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
Introduction and Social Issues -- Integrated Marketing Communications -- Ethics and Social Responsibility in Marketing Communications -- The Integrated Communications Foundation -- Promotions Opportunity Analysis -- Corporate Image and Brand Management -- Consumer Buyer Behaviors -- Business-To-Business Buyer Behaviors -- Advertising -- Advertising Management -- Advertising Media Selection -- Advertising Design: Theoretical Frameworks and Types of Appeals -- Advertising Design: Message Strategies and Executional Frameworks -- Promotional Mix -- Trade Promotions -- Consumer Promotions -- Personal Selling -- Communication Tools -- Public Relations and Sponsorship Programs -- Database and Direct-Marketing Programs -- Internet Marketing -- Evaluating an Integrated Marketing Program.
Subject
Communication in marketing.
Advertising.
Advertising. (OCoLC)fst00797511
Communication in marketing. (OCoLC)fst00870196
Promotie (public relations)
Reclame.
Finance, Public.
Advertising as Topic.
Added Author
Baack, Donald.
Cover Title
Integrated advertising, promotion & marketing communications
ISBN
0130175781
9780130175786
Available items only
