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Test Bank for Integrated Advertising, Promotion, and Marketing Communications, 7th Edition by Kenneth E. Clow

By: Kenneth E. Clow, Donald E. Baack
ISBN-10: 0133866335
/ ISBN-13: 9780133866339

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Format: Downloadable ZIP Fille
Authors: Kenneth E. Clow, Donald E. Baack
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Description

Table of contents:

Part One THE IMC FOUNDATION
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
Part Two IMC ADVERTISING TOOLS
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels
Part Three IMC MEDIA TOOLS
8. Digital and Alternative
9. Social Media
10. Alternative Marketing
Part Four IMC PROMOTIONAL TOOL
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotion
13. Public Relations and Sponsorship Programs
Part Five IMG ETHICS, REGULATION, AND EVALUATION
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program

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