Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
by Terence Shimp, J. Craig Andrews, Terence A. Shimp
Explores integrated marketing communications with focus on advertising, promotion, and strategic message coordination across media channels.
About This Book
This book examines the principles and practices of integrated marketing communications.
It covers advertising, sales promotion, and other communication tools used by organizations.
The content addresses strategic planning and coordination of marketing messages across channels.
Readers will find discussions on consumer behavior and media planning relevant to marketing efforts.
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