Intergrated advertising, promotion and marketing communications
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J. :
Prentice Hall ,
c2010
|
| Edition: | 4th ed. |
| Subjects: |
Table of Contents:
- 1. IIntegrated marketing communications
- 2. Corporate image and brand management
- 3. Buyer behaviors
- 4. Promotions opportunity analysis
- 5. Advertising tools
- 6. Advertising design: theoretical frameworks and types of appeals
- 7. Advertising design: message strategies and executional frameworks
- 8. Traditional media channels
- 9. E-active marketing
- 10. Alternative marketing
- 11. Database and direct response marketing
- 12. Sales promotions
- 13. Public relations and sponsorship programs
- 14. Regulations and ethical concerns
- 15. Evaluating and integrated marketing program