Integrated Advertising, Promotion, and Marketing C Paperback – by Kenneth Clow (Author), Donald Baack (Author)

Integrated Advertising, Promotion, and Marketing Communications

Authors: Kenneth Clow, Donald Baack
Format: Paperback
Publisher: Specific publisher information would depend on the edition, such as Pearson or another academic publisher.

Description:

This book provides a comprehensive overview of integrated marketing communications (IMC), blending advertising, promotions, and marketing strategies into a unified approach. It focuses on creating consistent and impactful messaging across multiple channels to build a strong brand and engage consumers effectively.

• Key Topics Include:

  • The foundations and principles of IMC.
  • The role of advertising and branding in a marketing plan.
  • Sales promotions, public relations, and direct marketing.
  • Digital and social media marketing strategies.
  • Consumer behavior insights and market research.
  • Case studies and practical applications for real-world scenarios.
  • Measurement and evaluation of campaign effectiveness.

• Target Audience:
  This book is tailored for marketing students, professionals, and business practitioners seeking to understand the integration of various promotional tools to optimize marketing efforts.

Dimensions:

Approx. 21 x 27 cm (8.3 x 10.6 inches)