Integrated Advertising, Promotion, and Marketing Communications 8th Edition by Kenneth E. Clow (Author), Donald E. Baack (Author)
For courses in Advertising.
Integrated advertising and marketing communications taught through real-life application
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-¿life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.
From the Back Cover
Advertising PlanPro by Palo Alto Software allows you to quickly and easily create a winning advertising plan through a step-by-step process. Advertising PlanPro addresses the advertising plan needs for all organizations that will benefit from an effective advertising plan.
Sample plans are included for all combinations of business types–product or service-based organizations that serve consumers or businesses. A non-profit sample advertising plan is also included.
Plan Wizards guide you through the plan selection process and build a customized advertising plan outline.
The Task Manager guides you through each step. All tables, charts, and text outlines are customized for your specific needs.
Contains the tables and essential charts every advertising plan should contain, plus the flexibility to add others.
Instructions and row-by-row help are provided throughout the software.
Use the print command to print out a beautifully formatted document that automatically merges text, tables, and charts.
About the Author
Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.