| Edition |
3rd ed. |
| Description |
xxiii, 515 pages : illustrations (chiefly color) ; 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 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.
|
|
Advertising.
|
|
Advertising. (OCoLC)fst00797511
|
|
Communication in marketing. (OCoLC)fst00870196
|
| Added Author |
Baack, Donald.
|
| ISBN |
0131866222 |
|
9780131866225 |
|
0132382091 |
|
9780132382090 |
|
