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Test Bank (Downloadable Files) for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition By E. Clow

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Test Bank (Downloadable Files) for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition, Kenneth E. Clow, ISBN-10: 0134484134, ISBN-13: 9780134484136

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Test Bank (Downloadable Files) for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition By E. Clow

Test Bank (Downloadable Files) for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition, Kenneth E. Clow, ISBN-10: 0134484134, ISBN-13: 9780134484136

Table of Contents

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