000			01743nam a22002297a 4500
005			20251128103745.0
008			251128b |||||||| |||| 00| 0 eng d
020			_a9789332518377 _c1030.00
040			_aS.X.U.K
041			_aEnglish
082			_a659.1 _bCLO(INT)Ed6
100			_aClow, Kenneth E.
245			_aIntegrated advertising, promotion, and marketing communication _cKenneth E. Clow, Donald E. Baack
250			_a6th ed.
260			_aNoida _bPearson _c2025
300			_a455p _bPB. _c25 cm.
500			_aTable of Contents: 1. Integrated Marketing Communications 1 2.Corporate Image and Brand Management 25 3.Buyer Behaviors 55 4.The IMC Planning Process 89 5. Advertising Management 123 6. Advertising Design- Theoretical Framework and Types of Appeals 155 7. Advertising Design- Message Strategies and Execution Framework 189 8. Traditional Media Channels 223 9.Digital Marketing 259 10. Database and Direct Response Marketing and Personal Selling 293 11.Sales Promotion 325 12. Public Relation and Sponsorship Program 355 13. Regulation and Ethical Concerns 385 14. Evaluation ad Integrated Marketing Program 415 Includes Index 445
650			_aPHD
650			_aADVERTISING _aPUBLIC RELATION
700			_4auth. _aBaack, Donald E.
942			_cPHD MGT
999			_c13912 _d13912