Integrated advertising, promotion, and marketing communications
著者
書誌事項
Integrated advertising, promotion, and marketing communications
Pearson, c2012
5th ed., global ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
For undergraduate Advertising and Integrated Marketing Communication courses.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
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.
目次
PART 1: THE IMC FOUNDATION
Chapter 1. Integrated Marketing Communications
Chapter 2. Corporate Image and Brand Management
Chapter 3. Buyer Behaviors
Chapter 4. The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
Chapter 5. Advertising Management
Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter 7. Advertising Design: Message Strategies and Executional Frameworks
PART 3: IMC MEDIA TOOLS
Chapter 8. Traditional Media Channels
Chapter 9. E-active Marketing
Chapter 10. Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS
Chapter 11. Database and Direct Response Marketing and Personal Selling
Chapter 12. Sales Promotions
Chapter 13. Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION
Chapter 14. Regulations and Ethical Concerns
Chapter 15. Evaluating an Integrated Marketing Program
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