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Integrated Advertising, Promotion, and Marketing Communications (6th Edition), by Kenneth E. Clow, Donald E. Baack
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Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.�
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.
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0133131017 / 9780133131017 Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card Package
Package consists of
0133112934 / 9780133112931 NEW MyMarketingLab with Pearson eText -- Standalone Access Card --
0133126242 / 9780133126242 Integrated Advertising, Promotion, and Marketing Communications
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- Sales Rank: #17792 in Books
- Published on: 2013-02-14
- Original language: English
- Number of items: 1
- Dimensions: 10.70" h x .90" w x 8.40" l, 2.00 pounds
- Binding: Paperback
- 480 pages
From the Back Cover
Advertising PlanPro by Palo Alto Software allows you to quickly and easily create a winning advertising plan through a step-by-step process. Advertising PlanPro addresses the advertising plan needs for all organizations that will benefit from an effective advertising plan.
- Sample plans are included for all combinations of business types--product or service-based organizations that serve consumers or businesses. A non-profit sample advertising plan is also included.
- Plan Wizards guide you through the plan selection process and build a customized advertising plan outline.
- The Task Manager guides you through each step. All tables, charts, and text outlines are customized for your specific needs.
- Contains the tables and essential charts every advertising plan should contain, plus the flexibility to add others.
- Instructions and row-by-row help are provided throughout the software.
- Use the print command to print out a beautifully formatted document that automatically merges text, tables, and charts.
About the Author
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 holds the rank of University Professor of management at Pittsburg (Kansas) State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory.
Professor Baack is a Consulting Editor for the "Journal of Managerial Issues" and has published in the journal. He has also published in "Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing, "and" "the" Journal of Advertising Research."
Dr. Baack has authored "Organizational Behavior" (Dame), "International Business" (Glencoe/McGraw-Hill), and "Integrated" "Advertising, Promotion, and Marketing Communications ("Prentice Hall, co-author to Kenneth D. Clow). Clow and Baack also wrote the "Concise Encyclopedia of Advertising" (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.
Baack has been active in the Southwest Academy of Management for many years, serving as its President in 1996. He was nominated for SWAM's Distinguished Educator award in 2007 and 2008. He is married (Pamela) with three children.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Lots of typos
By carlamgl
I purchased this book for a class and the content itself is good; however, the number of spelling errors is unacceptable. This is a marketing book, which means the bar should be pretty high on content quality; not to mention it is not a cheap book. Not sure anyone proofread it before publishing!
3 of 4 people found the following review helpful.
Embarrassingly Amateurish
By Pauken Player
The world certainly doesn't need another marketing book. And certainly doesn't need this one. It was painful to use in a class. Here are two examples from the book:
(P. 65) "Technology has changed the way children grow up. Children are bombarded with advertisements, video games, television shows, movies, and a myriad of other images from an early age. Most become fashion conscious as preteens. Many social observers believe children "grow up" at a much earlier age.
At the other end of the spectrum, some adults refuse to grow old. They wear fashions that resemble those worn by college students. They drive sports cars or convertibles. Many middle-aged adults apparently do not want to grow old, acting like younger people and buying products normally purchased by them. This trend challenges marketers to create messages that reflect these behaviors but do not offend or confuse more traditional middle-aged persons."
I find this very judgmental, naive and borderline offensive (after all the book isn't free). The very essence of marketing is understanding consumers'wants and needs -- and developing appropriate messaging to influence/change their attitudes and purchase behavior. There are a lot of consumers who want to look older, younger, taller, more buff. It's called an image and we all aspire to one. I believe it would be very helpful for the authors to get out of Louisiana and look around. There are lots of 60-year-old guys driving rag tops and are quite happy about it.
Another part of the book (p. 63) suggests that an advertiser needs to get their brand name out in front of consumers in as many locations as possible. That's not marketing; that wasting money.
Another example is on P.89. See if you can discern to which group of consumers are these "marketing tips" are directed:
- Be helpful
- Engage them; involve them in the brand
- Focus on practical, not trivial
- Tell a story that resonates
- Provide details
- Be positive
That's apparently how to market to women in 2014. Really? "Be helpful?" "Be positive?" "Engage them?" You could maybe get away with this from Don Draper in 1958. I was embarrassed to see this in our text book.
A few other observations:
- The book is littered with QR codes. Why "littered?" None of them works.
- There are examples of Integrated Campaigns at the end of most chapters. Oooops... very few of them are integrated in the manner the book defines "integrated."
I called our publisher rep to share some of these issues. He didn't want to hear any of the above-cited examples (there are MANY more). But he did tell me that one other professor had alerted them to similar issues and, as a result of that one person, they are quickly rewriting, reediting and republishing the book. A response that is befitting of the book.
There are many other, much better marketing books available.
1 of 1 people found the following review helpful.
A required text for class
By Sarah
Let's be real - you're buying this for a class, it's a required text, you don't actually get a say in the quality.
That said, this is a mediocre marketing textbook at best. The content is pretty haphazardly organized, the examples aren't terribly relevant, and enough of the concepts are poorly explained that even our professor admitted it.
If you're okay with reading textbooks electronically I do recommend that, since the ebook version lets you search, bookmark, and highlight content, allowing you to quickly review specific concepts without having to flip through pages and potentially miss something.
See all 21 customer reviews...
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