Prnciples f advertising and IMC

By: Material type: TextTextPublication details: Boston ; McGraw Hill; 2005Edition: 2nd edDescription: 774 p; Includes indexISBN:
  • 0-07-125040-9
Subject(s): DDC classification:
  • C 658.6522 D91p
Summary: 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.
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Book Book PCC CIRCULATION C 658.6522 D91p (Browse shelf(Opens below)) Available 3606

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.

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