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Complete downloadable Test Bank for Integrated Advertising Promotion and Marketing Communications 4th Edition by Clow. INSTRUCTOR RESOURCE INFORMATION
TITLE: Integrated Advertising Promotion and Marketing Communications
EDITION: 4th Edition
AUTHOR: Clow, Baack

Table of content

1 Integrated Marketing Communications
2 Corporate Image and Brand Management
3 Buyer Behaviors
4 Promotions Opportunity Analysis
5 Advertising Management
6 Advertising Design: Theoretical Frameworks and Types of Appeals
7 Advertising Design: Message Strategies and Executional Frameworks
8 Advertising Media Selection
9 E-active Marketing
11 Database and Direct Response
12 Sales Promotions
13 Public Relations and Sponsorship
14 Regulations and Ethical Concerns
15 Evaluating an Integrated Marketing Program

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