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| Integrated Advertising, Promotion and Marketing Communications (4th Edition) | 
 enlarge | Authors: Kenneth E Clow, Donald E Baack
Publisher: Prentice Hall
Category: Book
List Price: $142.67
Buy New: $104.97
You Save: $37.70 (26%)
Avg. Customer Rating:  (3 reviews)
Sales Rank: 110783
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Edition: 4
Number Of Items: 1
Pages: 480
Shipping Weight (lbs): 2.2
Dimensions (in): 10.7 x 8.3 x 0.8
ISBN: 0136079423
Dewey Decimal Number: 659
EAN: 9780136079422
ASIN: 0136079423
Publication Date: January 7, 2009 (New: This Week)
Shipping: Eligible for Super Saver Shipping
Availability: 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:
Bought for a Marcom Class September 30, 2008
1 out of 1 found this review helpful
This book has a lot of fluff. It reads a bit elementary -ish. If you want a basic understanding of integrated marketing communications and advertising, this is a good start.
Good book, some dated examples, frequent missing CD July 22, 2005
11 out of 11 found this review helpful
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.
[...]
If you need to buy this textbook, buy it early, and make sure you get the CD. If you don't, send it back.
Robert the Advertising Planner July 5, 2005
2 out of 5 found this review helpful
A good textbook for university students. For pro's, the book lacks a touch of ingeniuity.
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