Integrated Advertising, Promotion, and Marketing Communications

by Kenneth E. Clow, Donald E. Baack

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. 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; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs; Regulations and Ethical Concerns; Evaluating an Integrated Marketing Program 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.

Genres: Nonfiction

454 pages, Paperback

First published August 14, 2001

Reviews

[Lisa · Rating 5 out of 5]

Integrated Advertising, Promotion and Marketing Communications was assigned reading for a recent class in Integrating the Marketing Message -- and was an excellent choice by the instructor. The chapters were organized in a way that made sense, particularly for a student like myself who had been away from the classroom for many years. I found the lead-in vignettes, integrated campaigns in action features, and examples of advertisements very helpful in expanding my understanding of the material. The only negative was its price -- a used copy was going for roughly $140 at the time of my purchase. Still, in retrospect, it was a decent price for such an informative text that I know it will serve well as a reference book for years to come.

[Charvee · Rating 5 out of 5]

Very insightful read for anyone interested to know about how brands are built and nurtured. A great guide to understand the fundamentals that help in the brand building process. The book has plenty of examples and pictures of adverts to elaborately explain everything. The chapters are also very well segmented for a beginner's guide.

[Kavi]

good

[Iuliana-raluca Gheorghe · Rating 4 out of 5]

Excellent for strategic marketing students. Very handy and approached by a lot of examples...

[Sagar]

kj;

[Kekeli Kofi]

Great

[Dany Sitompul · Rating 5 out of 5]

Very helpful book

[Ehtesham Gillani]

Comprehensive, a must read