TY - BOOK AU - Clow, Kenneth E. AU - Baack, Donald. TI - Integrated advertising, promotion, and marketing communications SN - 9780131866225 U1 - 659.1 PY - 2007/// CY - Upper Saddle River, New Jersey : PB - Pearson Prentice Hall, KW - Communication in marketing. KW - Advertising. KW - Reclame. KW - Integrated management N1 - Including Index; 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 N2 - 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. This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives ER -