Integrated Advertising, Promotion and Marketing Communications
wits | Feb 07, 2010 | 5 comments
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; Data… More >>
Integrated Advertising, Promotion and Marketing Communications
Filed Under: Advertising
A good textbook for university students. For pro’s, the book lacks a touch of ingeniuity.
Rating: 3 / 5
Well the book is the one I needed but the condition it came in was horrible! The book was folded almost in half and is really hard to get to some pages.
Rating: 3 / 5
This book came in the condition it said it was and in a very timely manner.
Rating: 5 / 5
It’s not new. It’s like new.
Even though there was “like new”, but I paied more because I want to buy new book. This is not new.
Rating: 2 / 5
This is a poor textbook and everyone in the class that required it was extremely frustrated at its low quality and high cost – including the professor who got “stuck” using it because they didn’t select another book in time.
This was for a graduate level journalism and mass communication course in Integrated Marketing Communications. This textbook, however, didn’t provide much more detail than general, freshman-level communications courses. It also provided little help in understanding how to create an IMC plan, one of the goals of the course.
Our professor complained constantly about how he didn’t agree with the book. There were possibly two chapters (out of 15) that didn’t contain major problems, according to him. I also disagree with many things in the text.
The printing quality of the book is also poor. It is very flimsy and the paper is extremely thin. It’s colorful, but that’s about it.
Rating: 1 / 5