Edition |
3rd ed. |
Description |
xxiii, 515 pages : illustrations (chiefly color) ; 28 cm |
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text txt rdacontent |
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unmediated n rdamedia |
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volume nc rdacarrier |
Series |
PSU Faculty or Staff Author ; 1988-
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Note |
Baack, PSU Faculty or Staff Author. |
Bibliography |
Includes bibliographical references and indexes. |
Summary |
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software. |
Contents |
Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Advertising media selection -- Trade promotions -- Consumer promotions -- Personal selling, database marketing, and customer relationship management -- Public relations, sponsorship programs, and regulations -- Internet marketing -- IMC for small businesses and entrepreneurial ventures -- Evaluating an integrated marketing program. |
Subject |
Communication in marketing.
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Advertising.
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Advertising. (OCoLC)fst00797511
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Communication in marketing. (OCoLC)fst00870196
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Added Author |
Baack, Donald.
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ISBN |
0131866222 |
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9780131866225 |
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0132382091 |
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9780132382090 |
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