Integrated Advertising Promotion and Marketing Communications 8th Edition Clow Test Bank

Integrated Advertising Promotion and Marketing Communications 8th Edition Clow Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0134484134
• ISBN-13 ‏ : ‎ 978-0134484136
• Author: Kenneth E. Clow (Author), Donald E. Baack (Author)

Examine 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.

Table of contents:

Part I: The IMC Foundation

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

Part II: IMC Advertising Tools

5. Advertising Campaign Management

6. Advertising Design

7. Traditional Media Channels

Part III: Digital and Alternative Marketing

8. Digital Marketing

9. Social Media

10. Alternative Marketing

Part IV: IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions

13. Public Relations and Sponsorship Programs

Part V: IMC Ethics, Regulation, and Evaluation

14. Relations and Ethical Concerns

15. Evaluating an Integrated Marketing Program

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