Integrated Advertising, Promotion, and Marketing CommunicationsPearson Prentice Hall, 2007 - 515 páginas This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning 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. |
Índice
THE IMC FOUNDATION | 2 |
Corporate Image | 28 |
Buyer Behaviors | 60 |
Página de créditos | |
Otras 33 secciones no se muestran.
Otras ediciones - Ver todo
Integrated Advertising, Promotion, and Marketing Communications Kenneth E. Clow,Donald Baack No hay ninguna vista previa disponible - 2007 |
Términos y frases comunes
account executive Advertising Age advertising agency advertising campaign advertising program appeal approach behaviors benefits billboards BMW Motorcycles brand equity brand name budget business-to-business buyers buying center client cognitive company leaders company's competition consumer promotions contest corporate cost coupons Courtesy create customers database designed develop e-mail effective emotional evaluation executional framework Figure firm firm's goal identify IMC Plan IMC program incentives increase individual integrated marketing communications Internet Joplin Globe logo magazines major manufacturer market segments marketing programs marketing team merchandise message strategy offer package percent person POP displays premium price-off Procter & Gamble promotions opportunity analysis purchase decisions radio reach Red Hat Society retailers Ruby Tuesday samples selling sexual Skechers slotting fees Source sumers target market television theme tion trade promotions trade shows vendor Wal-Mart