TY  - BOOK
AU  - Clow, Kenneth E.
AU  - Baack, Donald 
TI  - Intergrated advertising, promotional, and marketing communication.
SN  - 0131866222
AV  - HF5415.123.C58 
PY  - 2007///
CY  - New Jersey
PB  - Pearson Prentice Hall
KW  - Communication in marketing.
KW  - Advertising.
N1  - Includes index; Contents: The IMC Foundation : Integrated marketing communications -- Corporate image and brand management -- Buyer behaviours -- Promotions opportunity analysis -- IMC advertising tools: Advertising management -- Advertising design: Theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- Advertising media selection -- IMC promotional tools : Trade promotions -- Consumer promotions -- Personal selling, database marketing and customer relationship management -- Public relations, sponsorship programs and regulations -- IMC integration tools : Internet marketing -- IMC for small business and entreprenuerial venture -- Evaluating and integrated marketing program
ER  -