Introduction to Advertising and Promotion

Introduction to Advertising and Promotion : An Integrated Marketing Communications Perspective

3.85 (234 ratings by Goodreads)
  • Hardback
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This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
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Product details

  • Hardback | 800 pages
  • 220.98 x 279.4 x 33.02mm | 1,905.08g
  • Irwin Professional Publishing
  • New York, United States
  • Revised
  • 4th Revised edition
  • 0256218994
  • 9780256218992

Table of contents

The role of the IMC in marketing; integrated marketing programme situation analysis; analyzing the communications process; objectives and budgeting for integrated marketing communications programmes; developing the integrated marketing communications programme; monitoring, evaluating and control; special topics and perspectives.
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Rating details

234 ratings
3.85 out of 5 stars
5 33% (77)
4 34% (79)
3 23% (53)
2 7% (16)
1 4% (9)
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