TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion, and marketing communications
SN  - 0131866222
U1  - 659.1  
PY  - 2007///
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Communication in marketing
KW  - Advertising
KW  - Reclame
N1  - Includes bibliographical references and indexes; 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  - 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
ER  -