Integrated Advertising, Promotion and Marketing Communications

by KennethE.Clow (Author), Donald E . Baack (Author)

• Used

  Hardcover
  2001

  $6.11

  This text has been written for courses in Integrated Marketing Communications, Advertising Principles, Advertising Strategy, and Advertising and Promotions. It gives students an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project.

• Used

  Paperback
  2009

  $3.38

  For undergraduate Advertising and Integrated Marketing Communication courses.

  This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

  Clow and Baack 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.

  In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.