9780131405462

Integrated Advertising, Promotion, and Marketing Communications

  • ISBN 13:

    9780131405462

  • ISBN 10:

    0131405462

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 05/01/2003
  • Publisher: PRENTICE HALL
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

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