Test Bank for Integrated Advertising, Promotion, and Marketing Communications, 6E Kenneth E. Clow

Integrated Advertising, Promotion, and Marketing Communications, 6E Kenneth E. Clow test bank

Table of Content

1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks
8. Traditional Media Channels
9. Digital Marketing
10. Alternative Marketing
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs
14. Regulations and Ethical Concerns
15. Evaluating an Integrated Marketing Program

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