Pearson eText Integrated Advertising, Promotion, and Marketing Communications -- Access Card

Integrated advertising and marketing communications taught through real-life application.
Integrated Advertising, Promotion, and Marketing Communications discusses the importance of integrating all marketing communications and how to best connect with consumers.

For courses in Advertising.

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Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

Donald Baack is a University Professor of Management at PSU and has been on the faculty since 1988. He has an undergraduate degree from Dana College, an MBA from Southwest Missouri State University, and a Ph.D. from the University of Nebraska.

Baack teaches undergraduate level Organizational Theory and Behavior, Advanced Organizational Behavior, and graduate level Behavioral Management. He is affiliated with the Southwest Academy of Management, Southern Management Association and the Nebraska Economics and Business Association. His involvement with the Southwest Academy of Management has included the responsibilities of President, Program Chair, and Editor of the Southwest Academy of Management Newsletter.

Professor Baack is the author or co-author of 11 books, including textbooks in the areas of Management, Organizational Behavior, and Marketing. One is a high school textbook for students studying International Business. He has also written three books for the general public.

Baack has written over 100 professional journal articles and conference papers. He serves as consulting editor for Pittsburg State's Journal of Managerial Issues.

Part I: The IMC Foundation
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

Part II: IMC Advertising Tools
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels

Part III: Digital and Alternative Marketing
8. Digital Marketing
9. Social Media
10. Alternative Marketing

Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs

Part V: IMC Ethics, Regulation, and Evaluation
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program