Skip To Page Navigation|Skip To Page Content

Addison-Wesley / Prentice Hall

Business

My Instructor Resource Center : Log in or request access

Integrated Advertising, Promotion, and Marketing Communications, 3/E
Kenneth E. Clow, University of Louisiana at Monroe
Donald E. Baack, Pittsburg State University

ISBN-10: 0131866222
ISBN-13: 9780131866225

Publisher: Prentice Hall
Copyright: 2007
Format: Paper; 544 pp
Published: 03/22/2006
Status: Instock

Suggested retail price: $154.00
Buy from myPearsonStore

Preview this text online!

Request a printed exam copy

Email this page to a colleague
Prepare for the First Day of Class
Learn about customization options

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.

Integrated Advertising, Promotion, and Marketing Communications is a pure IMC text by providing a truly integrated approach to teaching IMC.

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.

Integrated Advertising, Promotion, and Marketing Communications is a pure IMC text by providing a truly integrated approach to teaching IMC.

"Is it important that your text carefully integrates IMC topics?"

PURE IMC. Integrated Advertising, Promotion, and Marketing Communications provides a truly integrated approach to teaching IMC - it is not an advertising book with a few other chapters tacked on.
- Benefit: Students are able to see a collective picture of integrated marketing communications.

OTHER POINTS OF DIFFERENTIATION:

"How do you bring IMC concepts to life for your students? Would you like the book to help?"

FULLY INTEGRATED LEARNING PACKAGE:
- Business-to-business marketing concepts. Provides students with examples and comments woven throughout the text. Examples, cases, text illustrations, and Internet exercises have been woven into the materials.
  - For example, a complete examination of business-to-business buyer behavior is provided in Chapter 3.
- NEW! Chapter-opening vignettes. Each chapter begins with a vignette and revolves around success stories in companies students will recognize, such as Starbucks, AFLAC, M & M's, and Google to keep the stories fresh and recognizable.
- International Marketing discussions. Students are curious about the world around them.
  - Benefit: Provides students with a more integrated approach to advertising, promotions, and marketing communications in both domestic and international markets.
- Critical thinking exercises and mini-cases located at the end of each chapter. These provide excellent individual assignments, group assignments, in-class group work, and class discussion points. These are often used to generate discussion and guide the day's lecture.
NEW ADVERTISEMENTS! This edition contains a substantially greater number of ads than the previous edition.
- Benefit: Students learn best by example. These new ads make the book more visually appealing while at the same time provides students with examples of various advertising and promotional tactics.
- For example: Chapter 15: Evaluating an Integrated Marketing Program.

"Would your students benefit by doing versus just reading or listening? Would you like your students to clearly understand, retain and apply concepts as often as possible?"

IMC Plan Pro available.
- Benefit: By the end of the course students will have a portfolio-ready campaign and enables students to do integrated marketing communications.
End-of-chapter material helps students practice using concepts. These materials include:
- Integrated learning exercises--At the end of each chapter, questions guide students to the Internet to access information that ties into the subject matter. These exercises provide an opportunity for students to keep abreast of new material.
- Critical thinking exercises--Short scenarios and exercises that lead students to web sites where advertisements can be assessed for quality.
- Short cases--At the conclusion of each chapter cases help students conceptually understand chapter components as well as larger, more general marketing issues.

"How do you provide your students with a clearer picture of branding and its issues?"

NEW! Greater emphasis on branding. Brand management is presented throughout the text.

"How do you incorporate current advertisements from advertising experts into your classroom?"

NEW! Adcritic.com Bring advertising into your classroom with AdCritic.com. Prentice Hall and AdAge are bringing the most current ads and commentary from advertising experts into your classrooms. Students will receive 16 weeks of access to a special AdCritic.com site that includes AdAge's encyclopedia of articles at a deeply discounted rate.

"Are you student visual learners? Do you use videos in your classroom?"

NEW! The Prentice-Hall Advertising Video Library (available on DVD or VHS). Using today's popular news magazine format, students are taken on location and behind closed doors. Each news story profiles a well-known or up-and-coming company leading the way in its industry. Teaching materials to accompany the video library are available on the Companion Website as well as in the Instructor's Manual. Also available on VHS.

Videos included are:
Angela Talley                 DDB Worldwide
Inken Hollman-Peters     Nivea/Biersdorf, Inc.
Starbucks                      Marriott
Motorola                        Accenture
Reebok                         American Express
Hasbro                          Sony Metreon
Eaton Corporation          NFL
eGO Bikes                     Honest Tea
Burke, Inc.                    Strawberry Frog: Inside an Advertising Agency
Dunkin' Donuts              Strawberry Frog: Behind the Scenes of an Advertising Campaign

OTHER POINTS OF DIFFERENTIATION:

"How do you bring IMC concepts to life for your students? Would you like the book to help?"

NEW ADVERTISEMENTS! This edition contains a substantially greater number of ads than the previous edition.
- Benefit: Students learn best by example. These new ads make the book more visually appealing while at the same time provides students with examples of various advertising and promotional tactics.
- For example: Chapter 15: Evaluating an Integrated Marketing Program.
FULLY INTEGRATED LEARNING PACKAGE:
- NEW! Chapter-opening vignettes. Each chapter begins with a vignette and revolves around success stories in companies students will recognize, such as Starbucks, AFLAC, M & M's, and Google to keep the stories fresh and recognizable.
- Updated International Marketing discussions. Students are curious about the world around them.
  - Benefit: Provides students with a more integrated approach to advertising, promotions, and marketing communications in both domestic and international markets.
- Updated Critical thinking exercises and mini-cases located at the end of each chapter. These provide excellent individual assignments, group assignments, in-class group work, and class discussion points. These are often used to generate discussion and guide the day's lecture.

"How do you provide your students with a clearer picture of branding and its issues?"

NEW! Greater emphasis on branding.

"How do you incorporate current advertisements from advertising experts into your classroom?"

NEW! Adcritic.com Bring advertising into your classroom with AdCritic.com. Prentice Hall and AdAge are bringing the most current ads and commentary from advertising experts into your classrooms. Students will receive 16 weeks of access to a special AdCritic.com site that includes AdAge's encyclopedia of articles at a deeply discounted rate.

"Are you student visual learners? Do you use videos in your classroom?"

NEW! The Prentice-Hall Advertising Video Library (available on DVD or VHS). Using today's popular news magazine format, students are taken on location and behind closed doors. Each news story profiles a well-known or up-and-coming company leading the way in its industry. Teaching materials to accompany the video library are available on the Companion Website as well as in the Instructor's Manual. Also available on VHS.

Videos included are:
Angela Talley                 DDB Worldwide
Inken Hollman-Peters     Nivea/Biersdorf, Inc.
Starbucks                      Marriott
Motorola                        Accenture
Reebok                         American Express
Hasbro                          Sony Metreon
Eaton Corporation          NFL
eGO Bikes                     Honest Tea
Burke, Inc.                    Strawberry Frog: Inside an Advertising Agency
Dunkin' Donuts              Strawberry Frog: Behind the Scenes of an Advertising Campaign

OTHER CHANGES:

Improved organization. In the foundations section of the text (Part 1), chapters on consumer buying behavior and business-to-business buyer behavior (Chapters 3) were combined.
Enhanced discussion of customer relationship management (CRM). A NEW section of Chapter 12 describes the concept of CRM and how it is being used by businesses.
A new approach to integrating ethics into IMC programs. This edition features ethics issues that are part of each chapter. The vignettes are designed to identify key issues from the chapter and lead to discussion regarding ethical concerns. The legal issues associated with advertising regulation are located in Chapter 12 where they are discussed in conjunction with public relations.

Benefit: Having already covered the major forms of marketing communications, students are better able to understand the role of regulations at this point in the course.

PART I THE IMC FOUNDATION

1. Integrated Marketing Communications

2. Corporate Image and Brand Management

3. Buyer Behaviors

4. Promotions Opportunity Analysis

PART II IMC ADVERTISING TOOLS

5. Advertising Management

6. Advertising Design: Theoretical Frameworks and Types of Appeals

7. Advertising Design: Message Strategies and Executional Frameworks

8. Advertising Media Selection

PART III IMC PROMTIONAL TOOLS

9. Trade Promotions

10. Consumer Promotions

11. Personal Selling, Database Marketing, and Customer Relationship Management

12. Public Relations, Sponsorship Programs, and Regulations

PART IV IMC INTEGRATION TOOLS

13. Internet Marketing

14. IMC for Small Businesses and Entrepreneurial Ventures

15. Evaluating an Integrated Marketing Program

Advertising and Promotion Management (Marketing)
Intro to Advertising and IMC [CORE TEXTS] (Marketing)
Integrated Marketing Communications [CORE TEXTS] (Marketing)

Integrated Advertising, Promotion and Marketing Communications, 4/E
Clow & Baack
©2010 | Prentice Hall | Paper; 480 pp | Instock
ISBN-10: 0136079423 | ISBN-13: 9780136079422
Brief Description | Buy from myPearsonStore

For undergraduate Advertising and Integrated Marketing Communication courses.

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications.

The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.

In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.

Companion Website - Clow, 3/E
Clow
©2007 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0132413213 | ISBN-13: 9780132413213
URL: http://www.prenhall.com/clow

Instructor's Manual, 3/E
Clow & Baack
©2007 | Prentice Hall | Paper; 364 pp | Instock
ISBN-10: 0131866265 | ISBN-13: 9780131866263
View Downloadable Files

Instructor's Resource Center- CD ROM with Powerpoint and TestGen EQ, 3/E
Clow
©2007 | Prentice Hall | CD-ROM Only | Instock
ISBN-10: 0131866249 | ISBN-13: 9780131866249
View Downloadable Files

Test Item File, 3/E
Clow & Baack
©2007 | Prentice Hall | Paper; 488 pp | Instock
ISBN-10: 0131866257 | ISBN-13: 9780131866256
View Downloadable Files

Companion Website - Clow, 3/E
Clow
©2007 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0132413213 | ISBN-13: 9780132413213
URL: http://www.prenhall.com/clow

IMC PlanPro Handbook featuring IMC PlanPro Software, 3/E
Clow
©2007 | Prentice Hall | Kit/Package/ShrinkWrap | Instock
ISBN-10: 0131998129 | ISBN-13: 9780131998124
Buy from myPearsonStore

Companion Website - Clow, 3/E
Clow
©2007 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0132413213 | ISBN-13: 9780132413213
URL: http://www.prenhall.com/clow

Give your students a choice! PearsonChoices products are designed to give your students more value and flexibility by letting them choose from a variety of text and media formats to best match their learning style and their budget.

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, see the Packages Tab.

Integrated Advertising, Promotion, & Marketing Communication, eTextbook, 3/E
Clow & Baack
©2010 | Prentice Hall | Caf? Scribe; 544 pp | Instock
ISBN-10: 0136119557 | ISBN-13: 9780136119555
Integrated Advertising, Promotion, and Marketing Communications, CourseSmart eTextbook, 3/E
Clow & Baack
©2007 | Prentice Hall | On-line Supplement; 544 pp | Instock
ISBN-10: 0131866311 | ISBN-13: 9780131866317
URL: http://www.coursesmart.com
Brief Description | Buy from myPearsonStore

CourseSmart Textbooks Online is an exciting new choice for students looking to save money. As an alternative to purchasing the print textbook, students can subscribe to the same content online and save up to 50% off the suggested list price of the print text. With a CourseSmart etextbook, students can search the text, make notes online, print out reading assignments that incorporate lecture notes, and bookmark important passages for later review. For more information, or to subscribe to the CourseSmart eTextbook, visit www.coursesmart.com.

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, browse our available packages below, or contact your Pearson Higher Education representative to create your own package.

Package ISBN-10: 013606826X | ISBN-13: 9780136068266
©2007 | Instock (Additional assembly time required) | Suggested retail price: $174.00 | Buy from myPearsonStore
This package contains:

Integrated Advertising, Promotion, and Marketing Communications, 3/E

Marketing Plan Handbook and Marketing Plan Pro, 2/E

Package ISBN-10: 0131591347 | ISBN-13: 9780131591349
©2007 | Instock (Additional assembly time required) | Suggested retail price: $156.67 | Buy from myPearsonStore
This package contains:

Integrated Advertising, Promotion, and Marketing Communications, 3/E

DK Essentials Managers: Making Presentations

Package ISBN-10: 0136065252 | ISBN-13: 9780136065258
©2007 | Instock (Additional assembly time required) | Suggested retail price: $160.67 | Buy from myPearsonStore
This package contains:

Integrated Advertising, Promotion, and Marketing Communications, 3/E

Videos on DVD, 3/E