"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.
"synopsis" may belong to another edition of this title.
Book Description McGraw Hill Higher Education. Paperback. Book Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, thatâ€™ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Bookseller Inventory # 2816488416