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Principles of Advertising and IMC
  • Principles of Advertising and IMC

Principles of Advertising and IMC

Mixed media product 774 Pages / Published: 01/02/2004
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"Principles of Advertising and IMC, 2/e" by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. "Principles of Advertising and IMC" provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity.

Publisher: McGraw-Hill Education - Europe
ISBN: 9780071111195
Number of pages: 774
Weight: 1616 g
Dimensions: 276 x 216 x 25 mm
Edition: 2nd edition

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