Integrated Advertising Promotion And Marketing Communications

Description:
Used in schools of Business and departments of Journalism and Communications. There's a growing trend to towards more IMC-centric books for the first course in advertising. Clow is ideal for the IMC (Integrated Marketing Communications) course and the Introduction to Advertising course. Many IMC texts suffer from a lack of exercises and applications, but Clow emphasizes "learning by doing". Advertising Plan Pro software is included with the text so students can create a custom IMC campaign. No other book offers free campaign planning software! Building an IMC Campaign project in every chapter, with free Advertising Plan Pro commercial software to help bring this project to fruition. Strong foundation in the basic principles of advertising and promotion-Presented as part of an Integrated Marketing Communications context. Strong business-to-business dimension. Integrated Learning Experiences-Every chapter contains integrated learning experiences designed to utilize the Internet.