Integrated Advertising, Promotion, and Marketing Communications

by Kenneth E. Clow, Donald E. Baack

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.

Genres: Nonfiction

515 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