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Integrated Advertising, Promotion and Marketing Communications (4th Edition)
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| Integrated Advertising, Promotion and Marketing Communications (4th Edition) |
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| Manufacturer: Prentice Hall |
| Customer Rating: |
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| List Price: $154.00 |
| Sale Price: $118.39 |
| Availibility: Usually ships in 24 hours |
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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. |
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Customer Reviews |
 Great book |
| Review Date: May 26, 2009 |
| Reviewer: Tami J. Romriell, Pocatello, ID USA |
| This book came in the condition it said it was and in a very timely manner. |
Integrated Promotions & Communications
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| Review Date: January 26, 2009 |
| Reviewer: Karen L. Millar, |
The prompt service was great and the book is clean inside. I know it's difficult to keep a white book cover clean, but it was a bit smudgier than I expected. This is just a small point, but I rated it 4 for that reason. I am possibly expecting too much from used books.
Thanks for the great service.
Karen Millar |
Great deal!
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| Review Date: February 20, 2009 |
| Reviewer: Donna Douglas, Texas |
| I got my book in a decent amount of time and it was just as the seller described. |
good for class
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| Review Date: February 9, 2010 |
| Reviewer: Jennifer A. Bogart, Cincinnati, OH, USA |
| 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. |
Good book, some dated examples, frequent missing CD
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| Review Date: July 22, 2005 |
| Reviewer: I. Armstrong, San Francisco, Ca |
I have enjoyed this book. In most cases I can skim the sections I know, skipping examples, and do well on the tests so it is very well structured. There are lots of excellent examples flushing out contents for the total newbie. A lot of thought went into the projects and case studies. If you are looking for a good overview of markting concepts and have a solid instructor to lead discussions about them, this is a great textbook.
That's the good.
The bad is that a number of examples are quite dated. For example, the book claims that Nintendo owns something like 82% of the video game market. How many years ago was this written and how would Sony and Mircrosoft respond? Intel's partnership with Gateway is mentioned in co-branding whereas the modern example would be Dell. Intel actually pays for 2/3 of Dell's advertising as part of the Intel Inside promotion.
Furthermore, the book makes no mention of Account Planning, and increasingly important field in advertising. One would think we still lived in 1992 when the Account Executive was asked to handle all strategic decicisions.
The book needs an overhaul in these ways but the essence is still very solid.
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If you need to buy this textbook, buy it early, and make sure you get the CD. If you don't, send it back. |
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