Integrated Advertising, Promotion and Marketing Communications (Paperback)

Kenneth E. Clow and Donald E. Baack’s Integrated Advertising, Promotion, and Marketing Communications – Sixth Edition, published by Pearson Education, is a comprehensive book that examines advertising and promotions through the lens of integrated marketing communications. It carefully blends advertising, promotions and marketing communications together, giving students the information they need to understand the processes and benefits of effective IMC campaigns. Five parts of the book discuss: The IMC Foundation, IMC Advertising Tools, IMC Media Tools, IMC Promotional Tools, and IMC Ethics, Regulation and Evaluation.

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