, PREFACE i
Integrated
Advertising,
Promotion,
and Marketing
Communications
sixth Edition
Kenneth E. Clow
University of Louisiana at Monroe
Donald Baack
Pittsburg State University
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto
Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
,Editor in Chief: Stephanie Wall Senior Art Director: Janet Slowik
Director of Editorial Services: Ashley Santora Interior and Cover Designer: Laura Ierardi
Editorial Project Manager: Meeta Pendharkar Cover Images: Paintbrush: hfng/Shutterstock;
Editorial Assistant: Jacob Garber Grunge: javarman/Shutterstock
Director of Marketing: Maggie Moylan Media Project Manager, Production: Lisa Rinaldi
Executive Marketing Manager: Anne Fahlgren Media Project Manager, Editorial: Denise Vaughn
Marketing Assistant: Gianna Sandri Full-Service Project Management and Composition:
Senior Managing Editor: Judy Leale PreMediaGlobal USA Inc.
Production Project Manager: Jacqueline A. Martin Printer/Binder: R.R. Donnelley/Willard
Operations Specialist: Cathleen Petersen Cover Printer: Lehigh-Phoenix Color/Hagerstown
Creative Director: Blair Brown Text Font: Times LT Std 10.5/12
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook
appear on the appropriate page within the text.
Copyright © 2014, 2012, 2010 by Pearson Education, Inc., One Lake Street, Upper Saddle River,
New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is
protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction,
storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying,
recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to
Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or
you may fax your request to 201-236-3290.
Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks.
Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations
have been printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, University of Louisiana at
Monroe, Donald Baack, Pittsburg State University.—Sixth edition.
pages cm
ISBN-13: 978-0-13-312624-2
ISBN-10: 0-13-312624-2
1. Communication in marketing. 2. Advertising. I. Baack, Donald. II. Title.
HF5415.123.C58 2014
659.1—dc23 2012049569
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-312624-2
ISBN 13: 978-0-13-312624-2
, PREFACE iii
To my sons Dallas, Wes, Tim, and Roy, who provided encouragement,
and especially to my wife, Susan, whose sacrifice and love made this
textbook possible.
▸ Kenneth E. Clow
I would like to dedicate my efforts and contributions tothe book to
my wife Pam; children Jessica, Daniel, and David; and grandchildren
Tommy, Joe, Rile, Danielle, Andy, Emilee, and Jason.
▸ Donald Baack
, iv PREFACE
Brief Contents
Part One The IMC Foundation 2
1 Integrated Marketing CommunicationS 2
2 Corporate Image and Brand Management 24
3 Buyer Behaviors 52
4 The IMC Planning Process 84
Part Two IMC Advertising Tools 116
5 Advertising Management 116
6 Advertising Design: Theoretical Frameworks
and Types of Appeals 146
7 Advertising Design: Message Strategies
and Executional Frameworks 176
Part Three IMC Media Tools 206
8 Traditional Media Channels 206
9 Digital Marketing 238
10 Alternative Marketing 268
Part Four IMC Promotional Tools 296
11 Database and Direct Response Marketing
and Personal Selling 296
12 Sales Promotions 326
13 Public Relations and Sponsorship Programs 354
Part Five IMC Ethics, Regulation,
and Evaluation 382
14 Regulations and Ethical Concerns 382
15 Evaluating an Integrated Marketing Program 410
iv
Integrated
Advertising,
Promotion,
and Marketing
Communications
sixth Edition
Kenneth E. Clow
University of Louisiana at Monroe
Donald Baack
Pittsburg State University
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto
Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
,Editor in Chief: Stephanie Wall Senior Art Director: Janet Slowik
Director of Editorial Services: Ashley Santora Interior and Cover Designer: Laura Ierardi
Editorial Project Manager: Meeta Pendharkar Cover Images: Paintbrush: hfng/Shutterstock;
Editorial Assistant: Jacob Garber Grunge: javarman/Shutterstock
Director of Marketing: Maggie Moylan Media Project Manager, Production: Lisa Rinaldi
Executive Marketing Manager: Anne Fahlgren Media Project Manager, Editorial: Denise Vaughn
Marketing Assistant: Gianna Sandri Full-Service Project Management and Composition:
Senior Managing Editor: Judy Leale PreMediaGlobal USA Inc.
Production Project Manager: Jacqueline A. Martin Printer/Binder: R.R. Donnelley/Willard
Operations Specialist: Cathleen Petersen Cover Printer: Lehigh-Phoenix Color/Hagerstown
Creative Director: Blair Brown Text Font: Times LT Std 10.5/12
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook
appear on the appropriate page within the text.
Copyright © 2014, 2012, 2010 by Pearson Education, Inc., One Lake Street, Upper Saddle River,
New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is
protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction,
storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying,
recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to
Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or
you may fax your request to 201-236-3290.
Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks.
Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations
have been printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, University of Louisiana at
Monroe, Donald Baack, Pittsburg State University.—Sixth edition.
pages cm
ISBN-13: 978-0-13-312624-2
ISBN-10: 0-13-312624-2
1. Communication in marketing. 2. Advertising. I. Baack, Donald. II. Title.
HF5415.123.C58 2014
659.1—dc23 2012049569
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-312624-2
ISBN 13: 978-0-13-312624-2
, PREFACE iii
To my sons Dallas, Wes, Tim, and Roy, who provided encouragement,
and especially to my wife, Susan, whose sacrifice and love made this
textbook possible.
▸ Kenneth E. Clow
I would like to dedicate my efforts and contributions tothe book to
my wife Pam; children Jessica, Daniel, and David; and grandchildren
Tommy, Joe, Rile, Danielle, Andy, Emilee, and Jason.
▸ Donald Baack
, iv PREFACE
Brief Contents
Part One The IMC Foundation 2
1 Integrated Marketing CommunicationS 2
2 Corporate Image and Brand Management 24
3 Buyer Behaviors 52
4 The IMC Planning Process 84
Part Two IMC Advertising Tools 116
5 Advertising Management 116
6 Advertising Design: Theoretical Frameworks
and Types of Appeals 146
7 Advertising Design: Message Strategies
and Executional Frameworks 176
Part Three IMC Media Tools 206
8 Traditional Media Channels 206
9 Digital Marketing 238
10 Alternative Marketing 268
Part Four IMC Promotional Tools 296
11 Database and Direct Response Marketing
and Personal Selling 296
12 Sales Promotions 326
13 Public Relations and Sponsorship Programs 354
Part Five IMC Ethics, Regulation,
and Evaluation 382
14 Regulations and Ethical Concerns 382
15 Evaluating an Integrated Marketing Program 410
iv
