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Prnciples f advertising and IMC

By:

Duncan, Tom

Material type: Text

TextPublication details: Boston ; McGraw Hill; 2005Edition: 2nd edDescription: 774 p; Includes indexISBN:

0-07-125040-9

Subject(s):

Brand name products - marketing - management

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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Item type	Current library	Call number	Status	Barcode
Book	PCC CIRCULATION	C 658.6522 D91p (Browse shelf(Opens below))	Available	3606

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Previous	C 658.571 S4r Reseach methods for business : A skill building approach	C 658.6 C44p Product Category Management	C 658.62 D71q Quality means survival : Caviat vendidor, let the seller beware	C 658.6522 D91p Prnciples f advertising and IMC	C 658.7 B73i Inventory Best Practices	C 658.7 B95s Supply management	C 658.7 J63p Purchasing and Supply Management	Next

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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