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    ADVERTISING+PROMOTION >CANADIA

    ISBN-10: 0070974284
    ISBN-13: 9780070974289
    Author(s): BELCH

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    Edition: 3rd
    Publisher: RYERSON

    Part 1: Understanding Integrated Marketing Communications 1. Integrated Marketing Communications Part 2: Connect Consumers to IMC 2. Organizing for the Promotional Program 3. Consumer Behaviour and Target Audience Decisions 4. Communication Response Models Part 3: Articulate the Message 5. Objectives for the IMC Plan 6. Brand Positioning Strategy Decisions 7. Creative Strategy Decisions 8. Creative Tactics Decisions 9. Measuring the Effectiveness of the Promotional Message Part 4: Deliver the Message 10. Media Strategy, Tactics and Budget Decisions 11. Broadcast Media 12. Print Media 13. Out of Home and Support Media Part 5: Strengthen the Message 14. Sales Promotion 15. Public Relations 16. Direct Marketing 17. Internet Marketing Part 6: Implement and Control the IMC Plan 18. Regulatory, Ethical, Social, and Economic Issues for IMC

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