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Description of Integrated Advertising, Promotion, Marketing Communication And Imc Plan Pro Package

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.

Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core - not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.

Features:

- NEW - IMC reorganized and revised - Promotion Opportunity Analysis ties together the foundations so students can gain a better understanding of brand management, consumer and business-to-business behavior. - Provides students with information presented in a more accessible order so that it is easier for them to absorb it.

- NEW - IMC for the Small Business Entrepreneur chapter added.

- Provides students with specific promotional tools and guidelines that address how a small business using a limited budget can reach potential customers.

- NEW - Customer Relationship Management (CRM) information added.

- Provides students with more information on how the concept of CRM is being used by businesses.

- NEW - Increased branding focus - i.e. Corporate image, brand management, brand equity and brand parity.

- Provides students with a clearer picture of branding and its issues.

- NEW - New approach to integrating ethics into IMC programs - Vignettes identify key issues from the chapter and lead to discussion.

- Provides students with an effective approach to integrating regulations and ethics into IMC programs.

- NEW - "Building Your IMC Campaign" exercises introduced in opening vignette and then brought up again at the end of the chapter, with free IMC Plan Pro commercial software.

- Helps instructors "Practice What You Teach". Enables studentsto do integrated marketing communications.

- Business-to-business marketing concepts.

- Provides students with examples and comments woven throughout the text.

- International examples throughout.

- Provides students with a more integrated approach to advertising, promotions, and marketing communications in the international arena.

- Integrated Learning Experiences - Every chapter contains integrated learning experiences designed to utilize the Internet.

- Helps students interact with the concepts and theories presented in the text.

Title Information

ISBN:

9780131060524

Format:

Paperback

Product Code:

19473

Publisher:

Pearson Higher Education

Published:

15/05/2003

Edition:

1st Edition

Press and Industry Reviews

"The "Building an IMC campaign" is an EXCELLENT idea! I would use the software."
- Jerome Christian, Coastal Carolina University

"Each chapter is perfect in length, giving information in manageable portions to the student so as not to overwhelm. The examples are great... you have chosen larger size for your graphics in most cases which really aids in the learning process. I love the software package for promotional plan development and I like the way the book is organized."
- Stefanie Garcia, University of Central Florida

"I really like Clow & Baack's distinction between Consumer and Business Buyer Behavior. I am very impressed with the coverage of all of the subjects in the Clow/Baack text."
- Bob Gulovsen, Washington Univ. St Louis

"The strength of Clow and Baack's book is its "accessibility" for an undergraduate student population. The authors are to be congratulated for outstanding chapter introductions/overviews and great opening vignettes."
- James Maskulka, Lehigh University

"Well researched and up to date. Integrated communication is stressed more in Clow."
- Sreedhar Kavil, St. Johns University

"Excellent coverage of IMC and promotion functions- excellent examples for products that traditional students can relate to."
- Jerald Weaver, SUNY Brockport

"I like this feature Building An IMC Campaign as it can be used as a semester long project and offers a good framework."
- Esther Page-Wood, Western Michigan University

"This pops! Really. Not just because of the ad-like cover. The inside page design has a welcome energy - cover to cover. The use of bright colors, white space and bold type is contemporary without getting fashionably messy. The ad examples are up to date and relevant; charts are quick and clear and the text is structured and written with simplicity and logic."
- Jon Mindell, Baruch College of CUNY

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Contents of Integrated Advertising, Promotion, Marketing Communication And Imc Plan Pro Package

I. IMC FOUNDATION

1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Consumer Buyer Behavior
4. Business-to-Business Buyer Behavior
5. Promotion Opportunity Analysis


II. IMC ADVERTISING TOOLS

6. Advertising Management
7. Advertising Design: Theoretical Framework and Types of Appeals
8. Advertising Design: Message Strategies and Executional Frameworks
9. Advertising Media Selection


III. IMC PROMOTIONAL TOOLS

10. Trade Promotions
11. Consumer Promotions
12. Personal Selling, Database Marketing, and Customer Relationship Management
13. Public Relations, Regulations, and Sponsorships


IV. IMC INTEGRATION TOOLS

14. Internet Marketing
15. IMC for the Small Business Entrepreneur
16. Evaluating an Integrated Marketing Program