Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.

Includes bibliographical references and index.

Part I. The IMC Foundation

1. Integrated Marketing Communications

2. Corporate Image and Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

Part II. IMC Advertising Tools

5. Advertising Management

6. Advertising Design: Theoretical Frameworks and Types of Appeals

7. Advertising Design: Message Strategies and Executional Frameworks

Part III. IMC Media Tools

8. Traditional Media Channels

9. Digital Marketing

10. Alternative Marketing

Part IV. IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions

13. Public Relations and Sponsorship Programs

Part V. IMC Ethics, Regulation, and Evaluation

14. Regulations and Ethical Concerns

15. Evaluating an Integrated Marketing Program

For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.