Prnciples f advertising and IMC
Duncan, Tom
Prnciples f advertising and IMC - 2nd ed. - Boston McGraw Hill 2005 - 774 p. Includes index
Advertising, as you know, is changing. That is why this textbook is about adver tising and IMC. It includes all the key advertising principles and practices plus the integration process that maximizes advertising's effectiveness. IMC-integrated marketing communication-is no magic wand or silver bullet but simply the process of advertising, promotions, and media working together in strategic and effective ways. As the following excerpts attest, integration is no longer just a buzzword. Integration is now the foundation of most major advertising and pro-motion efforts.
0-07-125040-9
Brand name products - marketing - management
C 658.6522 D91p
Prnciples f advertising and IMC - 2nd ed. - Boston McGraw Hill 2005 - 774 p. Includes index
Advertising, as you know, is changing. That is why this textbook is about adver tising and IMC. It includes all the key advertising principles and practices plus the integration process that maximizes advertising's effectiveness. IMC-integrated marketing communication-is no magic wand or silver bullet but simply the process of advertising, promotions, and media working together in strategic and effective ways. As the following excerpts attest, integration is no longer just a buzzword. Integration is now the foundation of most major advertising and pro-motion efforts.
0-07-125040-9
Brand name products - marketing - management
C 658.6522 D91p