Integrated Advertising, Promotion and Marketing Communications
ISBN: 9780136079422 | 0136079423
Edition: 4thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2010
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Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. 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; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs... MORE
| Preface | |
| The IMC Foundation | |
| 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 an... MORE | |
| 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 | |
| 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 | |
| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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