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List Price: $154.00Amazonaws.com's Price: $138.60 You Save: $15.40 (10%)
Availability: Usually ships in 24 hours
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Binding: Paperback
Dewey Decimal Number: 659.1
Fabric Type: 9780136079422
Fax Number: 4
Legal Disclaimer: 0136079423
Maximum Color Depth: Prentice Hall
Metal Type: Prentice Hall
Publisher: 1
Region Code: 480
Total External Bays Free: January 07, 2009
Total Firewire Ports: Prentice Hall
Prentice Hall
Editorial Review:
Product Description:
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; Regulations and Ethical Concerns; Evaluating an Integrated Marketing Program
The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.
Average Rating: 
Rating:  -
This is a great book for those wishing to review integrated communication strategies, or transition their marketing career. I ordered this book the weekend before Christmas and received it within 2 days. Great response and service!
Rating:  -
I was a bit surprised that it was the international addition I was ordering, but it has worked out okay for class and still has great content. shipped in time and is really helping me with my assignments for class, although can be a bit dry at times.
Rating:  -
This is a poor textbook and everyone in the class that required it was extremely frustrated at its low quality and high cost - including the professor who got "stuck" using it because they didn't select another book in time.
This was for a graduate level journalism and mass communication course in Integrated Marketing Communications. This textbook, however, didn't provide much more detail than general, freshman-level communications courses. It also provided little help in understanding ... Read More
Rating: -
Well the book is the one I needed but the condition it came in was horrible! The book was folded almost in half and is really hard to get to some pages.
Rating: -
This is a required book for MBA class. Content is easy to read, summaries at end of chapter are helpful. I'm a business major not a marketing major so much was new to me. Other reviews state the data in book is dated, my class discussions covered more recent trends in Marketing.
I bought paperback used so I got a bargain compared to purchasing new hard bound. I purchased expedited shipping & book arrived as promised in good shape. For the price I paid & fact it's required I got a bargain ... Read More
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