Description
Test Bank for Integrated Advertising, Promotion, and Marketing Communications, 7th Edition by Kenneth E. Clow
Table of Content
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels
8. Digital and Alternative
9. Social Media
10. Alternative Marketing
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotion
13. Public Relations and Sponsorship Programs
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program
