Principles of Advertising and IMC

ISBN-10: 0072537744
ISBN-13: 9780072537741
Edition: 2nd 2005
Authors: Tom Duncan
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Book details

Edition: 2nd
Copyright year: 2005
Publisher: McGraw-Hill School Education Group
Publication date: 1/23/2004
Binding: Hardcover
Pages: 800
Size: 8.80" wide x 11.20" long x 1.20" tall
Weight: 1.914
Language: English

How Brands Are Built
Using Advertising and Promotion to Build Brands
IMC Partners and Industry Organization
Brands and Stakeholder Relationships
Basic MC Strategies for Building Brands
How Brand Communication Works
Customer Response
IMC Planning
Segmenting and Targeting
Data-Driven Communication
Creating, Sending, and Receiving Brand Messages
Creative Message Strategies
Message Execution
Media Characteristics
The Internet and Interactivity
Advertising and IMC Media Planning
The Marketing Communication Functions
Consumer Sales Promotion and Packaging
Channel Marketing: Trade Promotion and Co-Marketing
Personal Selling
Public Relations and Brand Publicity
Direct Marketing: The Dialogue Builder
Experiential Contact: Events, Sponsorships, and Customer Service
The Big Picture
Social, Legal, and Ethical Issues
International Marketing Communication
Measurement, Evaluation, and Effectiveness
Table of Contents provided by Publisher. All Rights Reserved.

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