Title:
Integrated advertising, promotion and marketing communications
Personal Author:
Edition:
4th.ed.
Publication Information:
Upper Saddle River, NJ : Prentice Hall, 2010
Physical Description:
xxi, 454 p. : ill. (some col.) ; 28 cm.
ISBN:
9780136079422
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010214488 | HF5415.123 C58 2010 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
For undergraduate Advertising and Integrated Marketing Communication courses. Clow and Baack 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 students with the information they need to understand the process and benefits of successful IMC campaigns. In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.
Table of Contents
| Preface |
| Part 1 The IMC Foundation |
| 1 Integrated Marketing Communications Ron Jon Surf Shop |
| Overview Communication and IMC Programs |
| Integrated Marketing Communications |
| An Integrated Marketing Communications |
| Plan IMC Components |
| The Foundation |
| Advertising Management and Advertising Tools |
| Communication Channels and Media Tools |
| Promotional Tools |
| Integration Tools |
| Refining the IMC Program |
| The Value of IMC Plans |
| Information Technology |
| Changes in Channel Power |
| Increases in Competition |
| Brand Parity |
| Integration of Information |
| Decline in the Effectiveness of Television Advertising |
| International Implications |
| 2 Corporate Image and Brand Management Gucci: One Strong Brand Works with Others |
| Overview Corporate Image Components of a Corporate Image |
| The Role of a Corporate Imagendash;Consumer Perspective |
| The Role of a Corporate Imagendash;Business-to-Business Perspective |
| The Role of a Corporate Imagendash;Company Perspective |
| Promoting the Desired Image |
| Creating the Right Image |
| Rejuvenating an Image Changing an Image Corporate |
| Name Corporate Logos Branding |
| Developing a Strong Brand |
| Name Brand |
| Equity Steps to Building Brand |
| Equity Measuring Brand |
| Equity Brand Extensions and Flanker Brands |
| Co-Branding Private Brands Packaging |
| New Trends in Packaging |
| Labels Positioning |
| Other Elements of Positioning |
| Ethical Issues in Brand Management |
| International Implications |
| 3 Buyer Behaviors |
| Applersquo;s IPhone Overview |
| Consumer Purchasing Process |
| Information Search |
| Internal Search |
| External Search |
| Consumer Attitudes |
| Consumer Values |
| Cognitive Mapping |
| Evaluation of Alternatives |
| The Evoked Set Method |
| The Multiattribute Approach |
| Affect Referral Trends in the Consumer B |
